Counselor Top 40 supplier Goldstar (asi/73295) has kicked off 2025 with more than just a new year’s resolution.

The Tennessee-based company has debuted a new brand identity that Goldstar’s Global Director Heather Smartt called “so much more than a new look.” The rebrand comes complete with a redesigned logo, refreshed color scheme and the overarching tagline “Simply Better.”

“It marks the beginning of an exciting new chapter for Goldstar,” said Smartt, a member of Counselor’s Power 50 list of promo’s most influential people. “As we continue to evolve and adapt to the changing needs of our industry and partners, this rebrand reflects our dedication to delivering amazing products, exceptional service and complete transparency. Now, we finally look like who we truly are.”

The rebrand was meant to refocus the company on simplicity, sustainability and thoughtful design.

“This rebrand is so much more than a
new look.” Heather Smartt, Goldstar (asi/73295)

Goldstar chose to reflect environmental responsibility through a stylized leaf featured in its new logo and said it also plans to expand its product range this year to include more items made from earth-friendly materials.

Additionally, the supplier redesigned its website to focus on a more user-friendly experience.

“For us, branded merchandise has always been about more than just offering the right product; it’s about telling stories and creating connections,” said Goldstar’s Senior Brand Manager Federica Gentile, who led the rebrand. “That’s what we’ve always believed at Goldstar, and this rebranding felt like the perfect opportunity to take a step forward.”

Goldstar ranked 28^th on Counselor’s most recent list of the largest suppliers in the industry based on $65.1 million in reported 2023 North American promotional products revenue.