CUI Devices New Branding Focuses on Promoting Innovative Spirit

(Image source: CUI Devices)

CUI Devices recently announced the next chapter in the company’s history by launching a new brand message and visual identity. CUI Devices’ updated branding - dedicated to nurturing the spirit of innovation for the benefit of humanity - aims to redefine the meaning of collaboration in an often-transactional industry while continuing to be the same trusted electronic components partner it has always been.

CUI Devices’ new company logo. (Image source: CUI Devices)

With roots back to 1989, the company has continually evolved to help its customers change the world with its innovative designs. The CUI Devices rebrand increases the focus on what has been important to the company in the past; caring more than is expected, embracing evolution, taking a holistic approach, and having fun along away. Some of the changes are highlighted below:

• Logo: A new icon—an abstract dandelion—is now incorporated into the company logo. This represents the company’s parts, people, and care spreading throughout the world.
• Colors: Magenta, the new primary color, is believed to inspire creativity and innovation through caring and joy. It is the meeting point between two powerhouse colors: red (passion and energy) and purple (introspection and wisdom).
• Website: The updated website, which incorporates the new brand elements, has been streamlined to better support customers and engineers and has a suite of online tools and resources integrated within it.
• Mission: Nurture the spirit of innovation, but above all, be human.
• Vision: Holistic growth without compromising our principles.
• Core Values: Lead with care. Embrace evolution. Choose fun.

“This rebrand is several years in the making and a culmination of efforts from all of the people and partners that make us who we are,” stated Matt McKenzie, CEO of CUI Devices. “We believe in doing good work, and that’s best accomplished by leading with care and having fun. In what can be a stale industry, our new brand reflects how we strive to be different and never too stuck in our ways to adapt. We’re still the same tech nerds - just with a new look and a good pair of glasses!”

Over the coming weeks, CUI Devices’ new brand and brand elements will continue to roll out. So be on the lookout for those when visiting the company’s website.

About CUI Devices

CUI Devices is an electronic components manufacturer dedicated to nurturing the spirit of innovation by being more human—caring more than is expected, embracing evolution, taking a holistic approach, and having fun along the way. The company specializes in an ever-expanding range of product technologies, including audio, interconnect, motion, relay, sensor, switch, and thermal management solutions. To learn more, visit www.cuidevices.com.