Spectrum PromoGardner Design. 2025. Founded in 1999, Spectrum Promo approached Gardner Design to reimagine its legacy identity, which no longer reflected the energy of its work in the branded merchandise space. The refresh began with a new icon built from a literal color spectrum, shaped with a subtle wave that creates a dimensional monogram “S”—a nod to the physical, tactile nature of promotional products. Further, this waving gesture evokes the idea of raising a client’s banner and amplifying their message.

Custom typography was developed to complement the icon, creating a cohesive and contemporary wordmark. From there, the brand language emerged: a bold, full-gamut expression of Spectrum, paired with vibrant, undulating color treatments that mirror the wave motif. The system was applied across digital and print touchpoints—including a refreshed website and printed business collateral—to create a cohesive, unmistakably bold brand. The result is intentionally loud and visually dynamic: an identity that captures attention as confidently as great merchandise should.

 Creative Direction: Bill Gardner
Account, Strategy: Toni Gaston
Brand Identity: Tyler Frisbee, Jay Walter
Website: Jay Walter, Krista Flying Out
Copywriting: Jayna Hill
Photography: Gavin Peters  

Client website: spectrumpromo.com
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