A New Era of Making Connections

Author: Ashish Chand

Belden is undergoing a transformative period. Discover the story behind our new brand platform and visual identity, and how "Connect to what's possible" embodies our commitment to innovation and connection. 

We are in a transformative period at Belden. As we roll out our new brand platform and visual identity, we feel it’s important to provide valuable context to the why behind the what. This is not about a new logo, tagline and website. Everything you see and hear from us going forward reflects where we have been in the past, where we are now and where we are going in the future.

Our story has always been about making connections. From the relationships we’ve built with our customers to the employee culture we’ve curated; from our ecosystem of partners to the innovations we enable and their impact on the world around us. It’s time that we embrace this legacy—not only in how we work, but also in how we communicate and show up visually.

“Connect to what’s possible” is the essence statement that sums up our promise. It embodies our belief that connections are not a simple “point A to point B,” but a catalyst for growth and innovation. This reflects the work we do with and for our customers. When we deliver a solution that both answers the short-term challenge and enables new opportunities that advance their business, we provide a pathway to innovation that did not exist before. And this can lead to greater efficiency, security, clarity and confidence.

Our visual identity tells a similar story. Our logo represents the way we take disparate inputs and bring them together into something cohesive.

The three lines, representing our three pillars of connecting people, information and ideas, weave around to create a lower case “b.” 

But the most important aspect of our logo is what you don’t see. It’s the negative space at the center of the “b” that becomes the motif for the entire visual system. We call it the “window into what’s possible.”

Put it all together and you have our visual story—Belden connects people, information and ideas to unlock new possibilities for your business.

We hope you’ll allow us this brief moment to reflect and share the story behind our new brand. For us, it’s deeply meaningful because the story we share is not about the greatness of Belden alone but about the greatness we can achieve together.

Here’s to a new era of making connections and enabling what’s possible.