May 25, 2017

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ELKO Group unveils new brand identity

by Stuart Wilson, Friday 19 May 2017

New ELKO logo
New ELKO logo
Egons Mednis (left), president & co-founder at ELKO Group, and Svens Dinsdorfs, CEO at ELKO Group
Egons Mednis (left), president & co-founder at ELKO Group, and Svens Dinsdorfs, CEO at ELKO Group

Emerging markets distributor ELKO Group has whipped the covers off a new brand identity. Svens Dinsdorfs, CEO at ELKO Group, said: “The necessity to empower the exchange of knowledge and technology has become crucial. In both directions: from manufacturers to partners, and from the market back to the manufacturers."

"We believe that our future success as a company depends on the learning process of our team and the ability to effectively transfer knowledge along the supply chain,” continued Dinsdorfs.

“Our new logo and the story behind it are the first visible evidence of how the ELKO Group is integrated into the transformation of the industry, improving efficiency and ensuring sustainable development,” he added.

Elko wants to position itself a bridge between Western and Asian suppliers and 24 markets mostly located in Eastern Europe.

The new brand identity of the ELKO Group is designed to reflect its role as a distributor to merge market, supplier and sales channel expertise and experience, and to make it readily accessible to all partners.

Inese Kalveite, chief marketing officer at ELKO Group, added: “There were two reasons to rebrand. First, visual language should support our vision and positioning. The new look is an extra impulse to accelerate our important transformation. Second, we are aiming for a unified brand strategy – the same story and experience in all the countries we work in.”

The new ELKO logo consists of the text field ‘ELKO’ with an integrated graphic sign “<”. The graphic sign symbolises the point from where the diversity of products and services begins and represents a broad viewpoint that makes it possible to link the knowledge fields of partners and to understand customer insights, according to the company.

Alongside revealing the new brand identity, ELKO Group launched a new corporate website. Local websites will be updated by the end of May. Overall, ELKO’s rebranding will take up to three months. Communication materials and other visual elements will be changed gradually.

ELKO Group is of the region’s largest distributors of IT products and solutions, representing 160 IT manufacturers, and providing a wide range of products and services to more than 6000 retailers, local computer manufacturers, system integrators and enterprises within various sectors in 24 countries in Europe and Central Asia. ELKO’s sales in 2016 hit US$1.46 billion.

DISTREE Russia 2017

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2017, including DISTREE Russia. DISTREE Russia will return to Moscow in 2017. The country’s leading technology channel event will once again offer technology suppliers access to Russia leading retailers, e-tailers and resellers in one place at one time. DISTREE Russia will take place at Hotel Yahonty (www.yahonty.ru) in Moscow on the 21-23rd June 2017.

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