Gordon Food Service today introduced a new logo, tagline, and name for its stores as part of the evolution of its corporate brand.<\/p>\n
With over 115 years of expertise in the industry, Gordon Food Service is known by customers for its commitment to heartfelt service, precise delivery, and industry innovation. The company is introducing refreshed key elements of its brand to reflect these strengths, and bring them to the market in a new and exciting way.<\/p>\n
The most visible change is the company\u2019s new logo. \u201cOur previous logo was a strong symbol of our brand that has served us well for over two decades,\u201d said Jim Gordon, CEO of Gordon Food Service. \u201cBut as our business evolves, we want to make sure that our look does, too.\u201d<\/p>\n
With this in mind, the company maintained key elements of the previous logo, including the color red, but shifted from using the company\u2019s acronym, GFS, to spelling out the full company name, with an emphasis on the Gordon family name.<\/p>\n
\u201cLeading with the Gordon name demonstrates that we\u2019re a family business and a people-focused company, which we know is a part of our story that matters to our customers,\u201d said Jennifer Batley, North America Senior Manager of Customer Experience. The new logo will soon appear in places like trucks, store signage, and communications.<\/p>\n
Additionally, GFS Marketplace has been renamed the Gordon Food Service Store. This shift leverages the new logo and shows the connection between the company\u2019s broadline distribution and stores business.<\/p>\n
Customers will also notice Gordon Food Service\u2019s new tagline, \u201cAlways at your table,\u201d which showcases the company\u2019s readiness to partner with them to achieve their goals. \u201cBeing at our customers\u2019 tables has been true of our organization since 1897\u2014and will be true for the next century, too,\u201d said Jim Gordon.<\/p>\n
Batley emphasized that while the company\u2019s look has changed, customers will continue to enjoy the same products and service they count on from Gordon Food Service. \u201cWe\u2019re confident our customers will appreciate our more modern and personal look and feel,\u201d Batley said. \u201cWe will remain committed to delivering seamless experiences as we roll out the brand across our organization.\u201d<\/p>\n