AD Announces Supply Force Program Brand Update
September 30, 2026
AD launches a refreshed brand for the recently acquired Supply Force business.
Recently, AD announced a comprehensive brand refresh designed to launch Supply Force as part of the organization’s menu of optional value-added services.
While the visual representation of Supply Force’s identity, including a logo, tagline and color palette, has been updated, the core commitment to its members, supplier partners, associates, and customers remains unchanged.
Supply Force was built on a promise to enable great local companies to collaborate efficiently to serve multi-location customers by providing a consistent experience coupled with exceptional local service and support.
AD’s Chairman & CEO, Bill Weisberg, shared:
“The new logo references National Coverage, representing AD members’ multi-industry reach across the industrial and construction markets they serve, celebrating the strong relationships that AD members foster with their customers and suppliers, and delivering products and services with Local Excellence.”
As part of AD, the updated look of the Supply Force brand is more than a new logo— it reflects the organization’s commitment to exceptional service and to building capabilities that deliver on the program’s promises and value.
AD President of National Accounts, Shannon Bibbee, commented:
“This refreshed brand reinforces what Supply Force has always delivered – backed by the strength of the AD community: independent distributors achieving big results for customers, together, without losing what makes them independent.”
The updated branding was rolled out across all digital platforms and corporate communications starting September 28th.
