An effective logo tells a story about the brand it represents. After years of global success with its previous graphic identity, Trade Fixtures turned to C-22 for help in developing a new look that would better represent its position in the bulk food marketplace. Trade Fixtures is a leader in the production of dispensing equipment for bulk foods sold at retail and was looking for a logo that was in line with the freshness and eco-friendliness of bulk shopping. Following interviews with key company leaders to gain insights on Trade Fixtures strategies and goals, C-22 developed a new brand mark, graphic template and color system that has been extended across all platforms. The new Trade Fixtures logo is built using parallel vertical and diagonal lines that both symbolize the company’s core product line – gravity dispensing bins – and form stylized trees, bushes, or plants that represent the company’s commitment to sustainability. The outer ring on the icon winds in perpetuity to represent the circular economy, into which the bulk food product line fits.