PSA will rebrand its USAV division to EDGE, effective immediately. 

Since 2001, USAV has supported audio/visual systems integrators globally by connecting them with manufacturers, distributors and service providers. As integrators have grown and changed over time, a necessity for the USAV brand to evolve became evident, according to an announcement. 

“Over the past two years we have made tremendous strides to grow internationally,” said Patrick Whipkey, vice president of EDGE. “We conducted interviews with both our U.S. and international audiences and discovered integrators and the markets they serve have evolved. From this, we determined it was time to find a name and look that serves who we are now and want to be in the future.” 

With over six months of development, the EDGE team conducted research, creatively brainstormed and developed four distinct brands to consider as final contenders. When PSA acquired USAV in 2017, it also acquired the brand CI Edge. The inspiration for the ultimate choice, EDGE, was derived from this, the announcement states. 

“With its sharp angles and bold appearance, the new logo speaks to a strategic advantage, commanding perspective and comprehensive view; whereas the edges of the logo are slightly rounded to emphasize the modern and inviting look,” said Candice Aragon, PSA vice president of marketing and events. 

She continues, “A section cuts out from the center of the symbol and becomes an arrow pointing forward, synonymous with the best in the business standing out and moving forward. The design symbolizes progress and forward-thinking and supports our mission to elevate the industries we serve. Finally, if turned sideways, an A and V are noticeable for a subtle homage to our industry roots.” 

While EDGE has a new look and feel, the essence of the organization has not changed, according to PSA. The organization explains that EDGE’s purpose is to support its integrator members in becoming and sustaining their positions as leading technology solutions providers in the markets they serve by providing: 

• An international network of 100 integrators in 40 countries with over 300 office locations who collectively generate over $2 billion in annual gross revenue
• Unparalleled partnerships with live meetings and events focused on collaboration, growth and industry insights
• Expert training and education resources and special interest groups to address industry challenges and trends
• Access to over 250 technology solutions providers globally and professional service providers 

“Our new name and look give us the opportunity to continue to recruit the best low voltage systems integrators,” said PSA CEO Matt Barnette. “I’m extremely proud of the team’s hard work on the rebrand and eager for our continued success in 2023 and beyond.”

Following is a promotional video for the new the newly rebranded USAV: