Updated Image Helps Build Brand Identity

GPCA familiar, but new, look in the form of an updated corporate identity package was unveiled recently by Grain Processing Corporation (GPC). The image update includes a new logo and a redesigned Web site with a modern, global look and feel.

GPC announced the corporate branding initiative with a press release to the trade and the launch of the new Web site. GPC president, Doyle Tubandt, said, “We’ve grown and changed over the years as a company and it was time for our logo to change, as well.”

GPC screenshotThe new Web site offers a deep range of content, including updated market data and detailed product application information. The site is customer focused with easy navigation and search functions. I particularly liked the “Request Basket” function that lets customers assemble a package of product bulletins, nutritional information, trial formulas and even product samples with a single tool. This is a great B-to-B execution of the typical shopping cart tool that most online retailers use.

A well planned and executed corporate identity package—like this one from GPC—can re-invigorate an established brand, and help build corporate awareness and recognition. Using the new identity consistently across all marketing communications will improve the impact and ultimate value of GPC’s future efforts.