CDW Logo PNG
The CDW logo symbolizes technological excellence essential to the company’s operations. The concise and dynamic design of the emblem reflects the pursuit of cutting-edge IT solutions, conveys a sense of progress, and underscores a focus on success.
CDW: Brand overview
Michael Krasny started CDW in his garage in the Chicago suburbs of Illinois in 1984, marking the beginning of the company’s history. The business was first known as MPK Computing, and its primary products were printers and computer disk drives.
After deciding to launch his own company, Krasny—who had previously worked as an accountant—saw promise in the expanding personal computer sector. He started by placing brief advertisements in computer magazines to sell components.
Only a year after its establishment in 1985, the business changed its name to Computer Discount Warehouse. This modification aligned with Krasny’s business plan to provide a large selection of computer hardware and components at affordable costs.
When the company’s clientele reached a certain size in 1986, Krasny relocated his activities from his garage to a modest office in Northbrook, Illinois. The business greatly increased its consumer base that same year when it launched its first printed catalog.
1987 was a pivotal year in the company’s history. By opening its call center, the business could handle more orders and offer superior customer support, setting the stage for its future expansion.
In 1989, the firm began selling networking equipment as part of an expansion of its product line. The decision was made in response to commercial clients’ increasing need for networking solutions.
1991 was a pivotal year for technological advancement for the business. The firm implemented a new computer system that automated inventory management and order processing, greatly improving operations.
1993, the company established its first sizable distribution center in Vernon Hills, Illinois. This 50,000-square-foot facility greatly expanded the company’s logistics and storage capacity.
A turning point in the company’s history occurred in 1995 when it held its initial public offering (IPO) on the NASDAQ exchange. This move allowed the business to raise additional funds for development and expansion.
When the company debuted its initial website in 1996, it entered the e-commerce era. Initially, The website was intended to provide product information, but it soon became a fully functional online sales platform.
1998 was a year of tremendous expansion for the business. The company purchased Micro Warehouse and entered the market to supply computer equipment to educational institutions.
2000, the company constructed its second sizable distribution center in Las Vegas, Nevada. This made it possible for the business to provide superior customer service to clients on the US West Coast.
The company’s leadership shift occurred in 2003 when John Edwardson replaced Michael Krasny as CEO. Under Edwardson’s direction, the business continued to develop and expand.
The firm acquired Berbee Information Networks Corporation in 2005 and improved its standing in providing IT services and solutions.
2006 marked the company’s rebranding year. To better reflect its transformation from a basic retailer of computer hardware to a full-service provider of IT solutions, the company formally changed its name from Computer Discount Warehouse to CDW Corporation.
An important shift in the company’s ownership structure took place in 2007. For $7.3 billion, the business was purchased by Providence Equity Partners and Madison Dearborn Partners, two private equity firms.
The company’s international reach grew in 2009. When it established its first office outside the US in London, the business began aggressive development in the European market.
2013, the company reverted to corporate status through a secondary public offering (SPO) on the NASDAQ exchange.
2015 was a year of additional growth for the company. By acquiring British IT reseller Kelway, the business greatly increased its market share in Europe.
In 2017, the firm opened a new office in downtown Chicago, which attested to the company’s expansion and dedication to luring top personnel in a city setting.
In 2019, the firm fortified its position in the North American market by purchasing Canadian IT solutions provider Scalar Decisions Inc.
In 2020, the company planned to grow and solidify its place in the market for IT solutions. Purchasing Scalar Decisions Inc., a top Canadian supplier of IT solutions, was a big acquisition for the business. Through this acquisition, the company increased its market share in Canada and broadened its services, focusing on cybersecurity and cloud computing.
The launch of the new CDW Amplified Services platform was announced in 2021. This platform is an all-inclusive solution that combines managed services, IT support, and consulting services. The introduction of this platform demonstrates the company’s commitment to offering more comprehensive solutions and achieving deeper integration with clients’ IT infrastructure. That same year, the firm established key alliances with top cloud service providers, greatly enhancing its capabilities in cloud technology. These partnerships enabled the organization to offer a wider range of cloud solutions and migration services.
In 2022, the company made one of its biggest purchases when it paid $2.5 billion to acquire Sirius Computer Solutions. This acquisition greatly enhanced the company’s position as a leading provider of all-inclusive IT solutions for big businesses. Sirius Computer Solutions contributed extensive knowledge of managed services, security, and hybrid infrastructures to the firm. In addition, the company announced its aim to become carbon neutral by 2040 as part of a new sustainability project that it initiated in 2022. This program entails developing and promoting energy-efficient IT solutions for customers and steps to lower emissions in the business’s operations.
The company further strengthened its position in the cybersecurity industry by opening a new Security Operations Center (SOC) in 2023. This facility offers clients advanced threat response and real-time monitoring capabilities.
The business expanded its footprint in the European market by establishing additional offices in several countries and strengthening partnerships with major European IT solution providers.
Meaning and History
What is CDW?
It is a leading provider of technology products and services for businesses, governments, education, and healthcare. The company offers a wide range of hardware, software, and integrated IT solutions from leading brands, meeting the needs of diverse organizations. The brand’s services include procurement, customization, deployment, and managed services, helping customers manage their IT infrastructure and achieve technology goals.
1984 – 1999
CDW began using this logo only after adopting its current name, as it was previously known as MPK Computing and Computer Discount Warehouse. The concise emblem with a short abbreviation symbolizes technological progress, represented by a ring of four stylized arrows. This ring signifies several aspects of the brand:
- The cyclical nature of processes, as CDW operates according to strict algorithms.
- Dynamism, highlighting the company’s desire to be a leader in its industry.
- Infinity indicates the continuous improvement of service quality.
- Integrity and completeness are important in everything the technology product supplier does.
The four arrows, following each other in a circle, create a sense of purpose, mobility, and progress. The bright red color further enhances these associations, embodying powerful energy and passion. The red logo reflects the company’s love for what it does and helps capture the attention of its customers.
Inside the dynamic ring is a short inscription. This also ensures brand recognition, as the designers chose a clear, sans-serif font for the wordmark. The bold, clear, vertically elongated letters convey the strength and confidence of CDW. The simple style indicates the company’s commitment to being accessible to its customers. The subtle gray shadows on each glyph and all four arrows create a sense of three-dimensionality. This visual depth reflects the modernity of the technology product supplier and its comprehensive approach to delivering IT services.
1999 – today
The company changed its emblem because the previous version had become outdated and needed a refresh. This created a bright, dynamic, and recognizable symbol that has become CDW’s calling card. It is still rendered in a rich red color, associated with energy and determination. The intense brightness might seem aggressive, but this is precisely what draws attention, reflecting the brand’s drive for leadership and innovation.
The wordmark also emphasizes the company’s ambition, with its name in bold font. The massive capital letters appear impressive and authoritative. This typography conveys a sense of stability, which is crucial for a technology product supplier on which businesses and organizations rely.
The slanted font gives the logo a dynamic feel. The illusion of movement symbolizes the drive toward progress and continuous development. This underscores CDW’s active stance in the field of modern IT solutions. The geometric nature of the letters positively influences the brand’s perception, as the straight, clean lines are associated with precision, professionalism, and advanced technology.
A distinctive feature of the emblem is the arched line that encircles the text. It enhances the visual dynamism and completes the logo by acting as a frame. The line has an uneven thickness: its top part widens while the ends taper, creating an appealing contrast. This variation gives the impression of a spatial perspective.
The line forms an oval, rotated diagonally. This shape resembles an orbit or trajectory, reflecting the wide range of possibilities the company offers its clients. An orbit often evokes associations with scientific achievements and cutting-edge technology, aligning with the image of an IT industry leader.
Interestingly, the oval is not solid: one side of the figure is split in half by the three-letter abbreviation. The open line symbolizes the brand’s openness, showing its readiness for new opportunities and modern solutions. This element also creates an impression of continuous movement and growth as CDW constantly strives for innovation. It’s worth noting that a similar ellipse surrounding the text appears in Intel’s old emblem. It’s unclear whether this resemblance was coincidental or if the technology product supplier intentionally sought to be associated with one of the world’s most influential computer companies.
