JDA Rebrands Itself As Blue Yonder To Emphasize AI and Machine Learning

  • February 12, 2020 at 11:30 AM EST
  • By Bryan Wassel
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JDA has changed its name to Blue Yonder as part of a rebranding effort designed to better align the company’s name with its embrace of cloud-based technology. The solution provider will roll out its new brand identity over the next two months, including the launch of a new web site at blueyonder.com.

JDA acquired the original Blue Yonder in 2018. The new branding will draw on Blue Yonder’s association with AI and machine learning tools, and draw attention to their applications across the supply chain, logistics and retail markets through the solution provider’s Luminate platform.

“Our new brand fully embodies who we are now, a united company with one simple goal: to provide endless innovation and continuous improvement that fully allows our associates, customers and partners to fulfill their potential,” said Kevin Iaquinto, CMO of Blue Yonder in a statement.

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