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Identity refresh for a leading foodservice equipment company

The Middleby Corporation is a world leader in commercial and residential cooking appliances who recently determined they needed to shorten their corporate name and adopt a more consumer-friendly logo. When creating new corporate logos for a companies as strongly established as Middleby, it's always important to consider previously established visual equity and balance that with any new objectives. Current clients should be quickly able to associate any new graphics as being from the same company they've always known. But making a change like shortening a name is an opportunity to update the logo to align it with current strategic marketing objectives — a way to build an identity fit for the future.

The new design we created relies heavily on the former logo with its bold, condensed sans-serif font and the inclusion of the stylized 'M' symbol. Changes we made where to effectively make the logotype more modern and friendly by rounding the corners of the type and symbol ever so slightly. We also simplified the overall look by integrating the symbol better with the new logotype through both form and color. Here you can see the formal changes we made:

We're passionate about creating logos and love it when our creativity and craftsmanship come together to make our clients happy by positively effect their businesses.


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