Carlson Companies has
unveiled a new company logo, symbolizing Carlson’s focus on heart (building
relationships), heritage, its future, innovation and service.Today for the first time, the red and gold logo was shown to Carlson
employees at their all-company forum in Minneapolis. Each of Carlson’s
operating groups will use the new logo as an identifier in conjunction with
their own brand logos.
“The graphic design of the new logo—also called a trust mark—is
rich in symbolism,” said Kim Olson, Carlson vice president and chief
communications officer. “It was designed to represent our heart, our
heritage and our future, and it can mean many things to many people.”
HEART. The logo represents four Carlson employees, viewed from above,
with open and welcoming arms. It is a reminder that Carlson’s businesses
involve building better relationships with customers, partners, colleagues
HERITAGE. Carlson Companies was established in 1938 as the Gold Bond
Stamp Company. The new logo’s color scheme of red and gold pays homage to
Carlson’s heritage—gold to salute Gold Bond Stamps, and red to reflect
historic passion for action.
FUTURE. The Scandinavian feel of the new logo not only reflects the
Carlson family’s roots in that part of the world, but the productive and
innovative spirit for which Scandinavians are known, and to which the
company aspires for its future.
INNOVATION. The logo is unique and serves as a reminder that in order
to succeed, the company must differentiate itself for its customers.
SERVICE. The trust mark also can be seen as a stylized flower—the
flower being a symbol of beauty, culture, caring and service.
The new logo contains elements of the original, historic logo—the
left- and right-facing “C"s in the center. The historic logo was designed
in the early 1970s, when the Gold Bond Stamp Company became Carlson
Companies to reflect the diversification of founder Curtis L. Carlson’s
“Our new trust mark serves as a reminder that Carlson is entering a new
era. Our businesses are combining their resources and expertise more easily
than ever before to serve our customers and employees,” Olson said. “Our
strategy is to operate as a group of independent—but integrated—
businesses that contribute to their own success and the success of the