Tri-Ed announces rebranding strategy

Security products distributor Tri-Ed on Wednesday unveiled a new logo that drops "Northern Video Distribution" from its name as part of a rebranding strategy in North America.

The company initially co-branded its logo in 2010 to reflect the merger between the two companies when they were both acquired by Dallas-based private equity firm Brazos. Last year, the company was acquired by Audax Group for an undisclosed sum.

In a statement, Tri-Ed said that the new logo reflects the company’s core vision, which is “to be the preferred end-to-end solutions provider in the security industry.” Over the last eight years, the company’s footprint has grown substantially - both organically and through strategic acquisition - from 20 to 60 locations.

"We have added great people to our team over the years," said Pat Comunale, Tri-Ed’s president and CEO. “2012 in particular was an incredible year and 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."

"Each and every one of us at Tri-Ed is very proud to be part of a terrific team, which is truly the sum of its parts with one shared mission in mind - exceeding our customers' expectations. Our new logo exemplifies that unified commitment," added James Rothstein, Tri-Ed’s executive vice president.