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JDA in name change as part of rebranding initiative

BlueYonder logo

JDA Software Inc. is taking off with a new name to better align with its focus on cloud transformation.

The retail and supply chain enterprise software provider changed its name to Blue Yonder, effective Feb. 11. The rebrand comes with a new trademarked tagline, “Fulfill Your Potential,” which the company says reflects its mission to empower every organization and person on the planet to fulfill their potential.

JDA acquired Blue Yonder, a provider of artificial intelligence (AI) and machine learning (ML) supply chain and retail solutions, in August 2018. The company said that evolving the JDA brand and name to Blue Yonder also further supports the impact of AI and ML technologies across the supply chain, logistics and retail markets. Blue Yonder’s AI/ML technology powers the company’s Luminate end-to-end digital fulfillment platform.

Over the next two months, the company will transition from JDA and roll out the new Blue Yonder brand identity to its global offices, customers, partners, associates and investors, including a new website at to be launched in Q1 2020. A brand marketing and advertising campaign will launch the new Blue Yonder brand beginning in Q2 and throughout 2020.

“Today, we are going all-in on blue. As the new Blue Yonder, our name now powerfully reflects the transparent, open culture we have built and the endless possibilities and frontiers that are in front of us. I look forward to working with our 5,300 brand ambassadors to build the world’s best digital fulfillment platform, company and culture with the hashtag #offwego binding us together,” said Kevin Iaquinto, chief marketing officer, Blue Yonder. “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.”

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