When a mature wholesale company went under new ownership, the main focus was to give the company a modern new look starting with the logo.
Establishing a new logo identity to reflect what the company represents, I began by reverting to the term “business-to-business”. After interviewing customers to get a better understanding of how the brand was perceived, I stumbled across the words: trust, relationship, family, friends and loyalty. I designed the logo to display the long standing relationships they have with their customers, retailers, vendors and consumers over the last 40+ years.
Image credits Melissa King