After nearly six months of meetings, strategy, and execution, EDS was proud to present a new look and brand position. A board of directors’ sub-committee led by Craig Anderson, Sumer, Fred Bell, Molex, Jim Banovich, Marsh Electronics, and Kris Whitehouse, Omron took a deep dive to define EDS moving forward.

A brand discovery session, mediated by Chicago, IL-based marketing firm Davis Harrison Dion, helped the committee identify core objectives and operational strengths, which were crafted into the following brand positioning statement:

EDS is a Leadership Summit
It is an important gathering of the movers, shakers, and brightest minds that electronic component manufacturers, distributors, and representatives have to offer. In an energized, progressive atmosphere, top decision makers come together to build business. It’s a forum to plan, discuss new opportunities, and reset goals. The core of EDS is valuable idea exchange. It happens through high-level strategic meetings, event functions, and informal gatherings. Business relationships are rekindled and new ones formed.

“EDS has enjoyed many years as the preeminent event for electronics distribution. The event has evolved and outgrown its current image; it’s no longer a show or conference,” said Craig Anderson, President of Sumer Inc. “The committee arrived at some solid solutions and I’m proud to have been a part of it.”

The most visible change is the logo. The new logo represents all three key constituencies in ascending bars; representatives, manufacturers, and distributors. The EDS letters are deliberately abstracted so as not to literally mean Electronic Distribution Show, but to reflect the contemporary essence of the EDS experience.

“I was happy to be a part of choosing the new logo for EDS,” said Kris Whitehouse, Director of Sales Solutions at Omron Electronic Components. “What used to be a show has evolved into a summit. In my opinion, the new logo is current and relevant.”

EDS will enjoy a new venue next year as the Mirage Casino and Resort will host the event May 11-14, 2015.