Customers Come First
Changes like this may seem trivial, but things like names are important. They explain to us and to our customers both who we are and what we stand for. We designed our logo with both of these questions in mind.
The result: an ‘O’ supported by the arc of a barcode scanner as a head is supported by shoulders. We endearingly refer to this ‘head and shoulders’ as Alfi, or Alfred, when he’s in trouble. He represents our customers, which, like the Greek letter Alpha, are always our first priority.
The arc of a barcode scanner beneath Alfi represents our products. The position of this arc is of the utmost importance to us; you could even say that we find our purpose in its location. Because, you see, it serves as a reminder to us of our mission: to support our customers and the shifting needs of their businesses, enabling them to stay abreast of the marketplace, and to do their best work.
Looking ahead, we are eager to continue finding new and innovative ways to fulfill our mission, serve our customers, and to do so ethically, by our values.