Counselor Top 40 distributor Geiger (asi/202900) has hit the refresh button, and the result, executives say, is a globally unified brand.

The Lewiston, ME-headquartered distributorship announced this week that it has refreshed its brand identity.

A centerpiece of the initiative consists of bringing the firm’s operations in the United Kingdom and Germany under the company’s Geiger logo.

Previously, Geiger Ltd. (U.K.) used a blue dot, for instance, but the adoption of Geiger’s signature red dot reflects the “shared values, collective strength and unified vision for the future,” the firm said in a statement.

“This brand refresh represents a pivotal moment in Geiger’s journey,” said David Geiger, who officially begins as company president Jan. 1, 2025, marking a fifth generation of Geiger family leadership at the business founded in the 19^th century.

“It signifies,” David Geiger continued, “the unity of our global teams and our shared dedication to delivering exceptional value to our clients. As we align under one cohesive identity, we’re not only honoring our heritage but also setting a clear course for the future – one rooted in collaboration, innovation and a commitment to making a positive impact worldwide.”

For sure, Geiger has been expanding its international footprint. Since 2018, the firm has made five strategic acquisitions in the U.K. promo market, including this year’s deal for Brandelity. In 2024, Geiger also acquired WER GmbH in Germany. WER GmbH is rebranding as Geiger GmbH in 2025.

Given such international moves, establishing a global brand identity was paramount.

“By unifying our brand under a single cohesive identity, we are not just standardizing our look – we are showcasing the strength of our shared purpose and the collective power of our global team,” said Stephanie Whitman, the distributorship’s vice president of marketing. “This transformation symbolizes the collaboration and forward-thinking approach that defines Geiger as we continue to grow and serve our global clients.”

The company explained that the foundation of Geiger’s refreshed brand is a “dynamic visual language featuring circular elements.” The circles are an intentional theme, embodying what executives described as Geiger’s full-circle approach to providing solutions to clients – something articulated through being creative, service-driven and committed to sustainability.

“By unifying our brand under a single cohesive identity, we are not just standardizing our look – we are showcasing the strength of our shared purpose and the collective power of our global team.” Stephanie Whitman, Geiger (asi/202900)

“They symbolize how Geiger’s endless solutions integrate seamlessly with our customers’ brands, creating lasting impact,” the company explained.

The firm’s core red and black colors, along with an expanded palette of brand colors, are part of the invigorated visual imagery, which also includes new typeface.

Based on reported 2023 North American promotional product revenue of $330.3 million, Geiger ranked ninth on Counselor’s most recent list of the largest distributors in the industry.

In business for 146 years, the firm has over 600 employees worldwide and is affiliated with over 450 independent sales representatives. Geiger says that it’s the largest privately held and family-owned promotional products distributor in the world.