Founded in 1999, Spectrum Promo partnered with Gardner Design to reimagine its legacy identity, which no longer reflected the energy of great promotional products. The refresh began with a new icon, awash in the color spectrum and shaped by a subtle wave, forming a dimensional “S.” This gesture nods to the physical, tactile nature of merchandise, while suggesting the act of raising a banner and amplifying a client’s message. The mark can also be read as a target, emphasizing Spectrum’s attention to detail and precision in managing logistics at scale.

Custom typography was crafted to complement the icon and create a cohesive, contemporary wordmark. From there, the brand language came to life: a full-gamut expression of the firm’s energy, defined by undulating waves and a vibrating, high-contrast palette. The system extends across digital and print touchpoints—including a refreshed website and business correspondence—to deliver a unified, unmistakably bold presence.

The result is loud, dynamic, and confident—an identity that commands attention just like great merch.