FROM OFFICE PRODUCTS TO BUSINESS SOLUTIONS
In a competitive and highly commoditized industry, Grand & Toy revitalizes its brand to signal a bold new direction - shifting perceptions of the company from “seller of pens and paper” to professional service provider and ideal strategic ally to business.
In the minds of most consumers, the Grand & Toy name had been most often associated with stationery and office supplies. Looking to transform perceptions of the company as a commodity-based business, Grand & Toy undertook an overhaul of its brand to reflect a new business model focused on serving as a strategic ally to its business customers. A new visual identity was needed to help signal the change.
The rebranding of Grand & Toy began with the development of a brand architecture system, one that reflected Grand & Toy’s new business model and encompassed the full range of its offerings. The underpinning of this architecture was the company’s name, which was shortened to the punchier, more dynamic acronym “G&T”. Ove developed a logo in which the acronym is transposed onto a circle, with the letters breaking the boundaries of this circle to express the idea that the company goes beyond traditional office supplies. The new logo retains the equity of the heritage green colour while also introducing a new, more vibrant green, used in the ampersand, which appears front and centre to emphasize the spirit of collaboration.
The new G&T brand has propelled the Canadian stalwart into the 21st century and now reflects a vibrant, progressive company that is focused on helping businesses by powering the potential of people.
