ACG branding takes on international identity

A key aspect of the company's current strategy is international expansion, which prompted ACG to adopt the domain name ACGWorld.com, Thiele said. "We felt that the '.us' in our previous URL, ACG.us.com, restricted the scope and appeal of our site to only U.S. customers."

The ACG web portal is an essential component of the company's sales strategy, said ACG webmaster Justin Fednander. "A large percentage of our sales are generated through our site, so we wanted to take every measure to ensure that it appealed equally to all of our customers — both domestic and international."

The new logo reinforces this strategic direction, the company said.

"We wanted the logo to reflect our global focus while leveraging our brand equity," said marketing manager Alexandra Jean-Jacques. "We just celebrated our 27th anniversary, and over the past 27 years we've developed a strong and recognizable brand. Given this, we wanted the new logo to be a modern, dynamic take on our previous logo."

ACG's new logo features a more streamlined version of the company's classic green block lettering. A fresh addition to the logo is an interpretive depiction of a green and blue "world globe."

"This icon is representative of our recent developments abroad as well as all future advancements across the world," Thiele said.

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