Rich’s Launches New Corporate Brand Visual Identity and Design Guidelines

March 17, 2010

Buffalo, NY -- 12 years ago, Rich’s unveiled its first official corporate brand positioning statement, (known today as The Rich Promise), which focused on its heritage as a company and the simple notion that “Caring for Customers Like Only a Family Can” was the ideal expression of its unique brand “point of difference” with customers.

“The most successful companies in the world have built strong brands based upon trust and a clear understanding of the value a customer will gain from doing business with that company,” said Dwight Gram, vice president, Communications. “A key aspect of our corporate branding program has been our visual identity that reinforces the unique personality of our company.”

For Rich’s, The Rich Promise serves as its point of difference with customers, with a brand personality as a “family company that’s easy to do business with,” defined by specific key words such as approachable, collaborative, innovative, smart, reliable, passionate and fun. Over the years various design elements have been incorporated into the company’s marketing and communications materials to bring the brand to life visually.

“These design elements worked for us when they were first launched back in the late 90’s, but many of these elements had become dated and were no longer representative of our overall brand personality,” said Gram. “So last year we joined forces with nationally renowned brand experts Landor & Associates and Buffalo-based Dog Eat Dog Advertising to develop a new corporate visual identity system that would embody who Rich’s is as a company today and have the flexibility to continue to accurately reflect our ‘family’ positioning as we head into the future.”

The result of this exciting new work has already begun to filter through a variety of the company’s internal and external marketing and communications materials.

“Our ultimate goal is to drive 100 percent brand consistency with every corporate brand execution to reinforce the unique personality of our company and fully leverage our ‘Family’ brand position around the world,” said Gram.