DSG Supply

New Look, Same Trusted Experience


 

Evolving to Best Support You

Over the last 125 years, our company has evolved and grown beyond our regional roots in the Dakotas. To better reflect our commitment to our partners across America’s heartland, we’ve streamlined our identity from Dakota Supply Group to DSG, resulting in a comprehensive rebranding initiative. You’ll notice a new logo and tagline that embody our renewed dedication to excellence in all we do.


What You’ll See 

Shorter Brand Name
DSG is quicker and easier to say, search and type.

Bold New Design
Our refreshed branding infuses our signature red with new energy.

Updated Website
We’re making it easier to find exactly what you need, fast.

Same Trusted Partnership
Our look may have changed, but our commitment to your success has not.

Our New Logo

Our bold new NorthStar spark symbolizes DSG’s guiding light: a commitment to excellence. Our strength lies in the trusted expertise that our knowledgeable specialists offer and the connections we forge between employee owners, customers, communities, and supplier partners.


DSG New Logo


FAQs

Why are you changing your name?

Over the course of our rich history, DSG has continually evolved to better support and serve our partners and communities. As we move into our second century in business, we’ve made the decision to update our name, logo, and tagline to better reflect who we are and align our purpose, vision and values.


Why did you change your tagline?

Our new tagline encapsulates our people-centric values and collaborative spirit. As a team of employee owners, we know that the industries we serve are essential to the communities where we live and work. We’re dedicated to building lasting partnerships with customers and suppliers that promote growth and lasting success.


Where will I see DSG’s new branding?

We’re currently rolling out updates across our business, most notably on our website. We believe the changes to design and navigation will help you find what you’re looking for more quickly and easily.


Will these changes impact my account or orders?

While our look is changing, our day-to-day business is not. You’ll still enjoy the same knowledgeable support, reliable service and expansive product inventory that DSG offers.