Food Service & Agriculture, Marketing, PR & Advertising, and Retail

Gordon Food Service corporate branding gets a remodel

GFS has a new logo, store name and art on its trucks.

November 28, 2014
| By Pete Daly |
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Gordon Food Service
The trucks at Gordon Food Service will carry the company’s new logo, which now emphasizes the Gordon family name. Courtesy Gordon Food Service

(As seen on WZZM TV 13) After 115 years in business and with a multi-billion dollar business network in the U.S. and Canada, Gordon Food Service has decided to make major changes in its corporate branding identity.

The company announced in November that its GFS Marketplace stores will now be known as the Gordon Food Service Store, and there is a new corporate logo, advertising tagline and even a new design for the art on its truck fleet.

GFS supplies food service operations including restaurants and dining facilities at organizations ranging from schools and universities to hospitals. It has previously been listed by Forbes magazine as one of the top 15 “best” family-run, privately held companies in the United States, competing against the likes of other large food service distributors such as Sysco, U.S. Foods and Performance Food Group.

Gordon Food Service does not reveal its annual sales revenue but information maintained on the Forbes website about the company was updated in October, estimating its annual sales revenue at $9.75 billion, with 14,000 employees. Forbes states it is the 34th largest private company in the United States.

Calling it “part of the evolution of its corporate brand,” the company said the most visible change for the public will be its new logo.

“Our previous logo was a strong symbol of our brand that has served us well for over two decades,” said Jim Gordon, CEO. “But as our business evolves, we want to make sure that our look does, too.”

The company kept key elements of the previous logo, including the color red, but shifted away from using the acronym, GFS, to spelling out the company name with an emphasis on the Gordon family name.

“Leading with the Gordon name demonstrates that we’re a family business and a people-focused company, which we know is a part of our story that matters to our customers,” said Jennifer Batley, North America senior manager of customer experience, who did not want to identify the company with which they worked. The new logo will soon appear on the company’s trucks, store signage and communications.

The change from GFS Marketplace to Gordon Food Service Store “leverages the new logo and shows the connection between the company’s broadline distribution and stores business,” according to a GFS news release.

Customers also will notice Gordon Food Service’s new tagline, “Always at your table,” which the company says highlights its readiness to partner with customers to achieve their goals.

“Being at our customers’ tables has been true of our organization since 1897 — and will be true for the next century, too,” said Gordon.

The new, eye-catching, four-color art on its trucks may constitute some of the biggest graphic images of meat and vegetables on the American road.

Batley emphasized that while the company’s look has changed, customers will continue to enjoy the same products and service they have always counted on.

“We’re confident our customers will appreciate our more modern and personal look and feel,” Batley said. “We will remain committed to delivering seamless experiences as we roll out the brand across our organization.”

According to the GFS website, it has 170 store locations in Michigan, Wisconsin, Ohio, Indiana, Illinois, Pennsylvania, Missouri, Kentucky, Tennessee and Florida.

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