Tri-Ed Rebrands Image With New Logo

WOODBURY, N.Y. — Independent security products distributor Tri-Ed announced its rebranding strategy Wednesday by unveiling its new logo.

A noticeable difference with the revamped logo is the removal of Northern Video Distribution, which merged with Tri-Ed after Brazos Private Equity Partners acquired the companies in 2010. Last April, private equity firm Audax Group purchased the company. It had always been part of Tri-Ed’s strategic plan to fuse its message across its North American operations, and now seemed like a good time to launch the new marketing approach, according to Tri-Ed Executive Vice President James Rothstein.

“We felt it was important to co-brand with Northern Video for a period of time,” he tells SSI. “After surveying our customers, we felt very comfortable with the Tri-Ed brand and delivering a unified logo.”

When deciding on a new logo, Tri-Ed executives wanted to make sure it relayed the company’s core vision — to be the preferred end-to-end solutions provider in the security industry — while also being recognizable to customers. Using its internal marketing team to develop the new image, Tri-Ed combined its original logo with a new tagline, “Connectivity, Security, Solutions,” to emphasize a broader solution rather than solely security, Rothstein says.

“The term connectivity has a dual meaning for our organization,” he explains. “Firstly, it highlights our emerging capability to provide the infrastructure that allows these products to communicate efficiently. Secondly is our ability to bring our dealers together with our manufacturers’ products. Both are a central focus for our organization.”

Originally starting as an intrusion-centric distributor, Tri-Ed now offers CCTV, IP Video, access control, fire, intrusion, sound, communications, structured cable, and home automation products. In the past eight years, the company has increased its footprint from 20 to 60 locations through organic growth and strategic acquisitions, including Seabreeze Security Distributors and SGI last year.

“2012 in particular was an incredible year, Tri-Ed President and CEO Pat Comunale says. “We believe 2013 will look a lot like 2012. We’re very excited about the growth of the business and the opportunity to serve more customers across the U.S. and Canada.”


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