Latin America. USAV, a division of PSA, announced its rebranding to EDGE. Since 2001, USAV has supported AV system integrators around the world by connecting them with industry-leading manufacturers, distributors and service providers by creating unprecedented partnerships. As integrators have grown and changed over time, the need for the USAV brand to evolve became apparent.
"Over the past two years we have made great strides to grow internationally," said Patrick Whipkey, vice president of EDGE. "We conducted interviews with our U.S. and international audience and found that integrators and the markets they serve have evolved. From this, we determined that it was time to find a name and an appearance that serves who we are now and want to be in the future."
With more than six months of development, the EDGE team conducted research, creative brainstorming, and developed four distinct brands to consider as final contenders. When PSA acquired USAV in 2017, it also acquired the CI Edge brand. The inspiration for the ultimate choice, EDGE, stemmed from this.
"With its sharp angles and bold appearance, the new logo speaks to a strategic advantage, a dominant perspective and a comprehensive vision; while the logo edges are slightly rounded to emphasize the modern and attractive look," said Candice Aragon, vice president of marketing and events for PSA and EDGE. "A section is cut from the center of the symbol and becomes an arrow pointing forward, synonymous with the best in the business standing out and moving forward. The design symbolizes progress and vision for the future and supports our mission to elevate the industries we serve. Finally, if you turn to the side, an A and a V feel like a subtle homage to the roots of our industry."
While EDGE has a new look, the essence of the organization has not changed. Edge's purpose is to support its integrative members to become and maintain their positions as leading technology solution providers in the markets they serve by providing:
- An international network of 100 integrators in 40 countries with more than 300 offices collectively generating more than $2 billion in annual gross revenue
- Unparalleled partnerships with meetings and live events focused on collaboration, growth and industry insights
- Training and education resources from experts and special interest groups to address industry challenges and trends
- Access to more than 250 technology solution providers worldwide and professional service providers
"Our new name and appearance give us the opportunity to continue recruiting the best low-voltage system integrators," said Matt Barnette, CEO of PSA. "I am extremely proud of the team's hard work on rebranding and looking forward to our continued success in 2023 and beyond."
Edge is an ally of Consorciotec, the first purchasing group for integrators in Latin America.
