The electrical, plumbing and HVAC distributor is changing its name, logo and tagline to align with its reach beyond its regional roots.


Midwest electrical, plumbing and HVAC distributor Dakota Supply Group is changing its name, logo and tagline to better align with its extended reach.

The 125-year-old company — ranked No. 24 for electrical distributors on MDM’s 2023 Top Distributors Lists — will rebrand to DSG and introduce the tagline “One Team. Building Futures.”

As the company transcends its regional roots and extends its influence beyond the Dakotas, the company has streamlined its identity to DSG. This move is accompanied by a new logo, featuring a “North Star spark” that symbolizes DSG’s employee owners, customers, communities and supplier partners, DSG officials said in a news release. 

“DSG’s rebranding marks a pivotal moment in our company’s history,” said President and CEO Paul Kennedy. “As we embrace a more streamlined identity, we reaffirm our commitment to innovation, service excellence and building futures together as one team.”

In 2023, DSG announced several expansions throughout the Midwest, most recently breaking ground on a facility in Ames, Iowa in November.

Kennedy also detailed the rebranding in a company video posted here.

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