Counselor Top 40 supplier Logomark (asi/67866) has been acquired by private equity firm Forge 52. Financial terms of the deal were not disclosed, but the strategic investment gives Forge 52 a majority position in Logomark.

The move will allow Logomark the additional capital and resources to focus on product innovation, optimize operations and pursue growth opportunities, the company said.

“Logomark has always been about our people, our partners and delivering exceptional value to our customers,” said Logomark CEO Trevor Gnesin, a member of Counselor’s Power 50 list of the most influential people in promo. “We are proud of what we have built, and we are excited to partner with Forge52. This investment enables us to accelerate our growth while staying true to the core principles that have guided us throughout our history.”

Gnesin, Counselor’s 2005 International Person of the Year, founded Logomark in 1992. Current president Clive Goldberg, also a Power 50 member, joined Logomark in 2019 as chief operating officer before his promotion to president in 2023. Both are set to stay on at the Forge52-operated Logomark in some capacity, with Gnesin remaining as CEO and Goldberg on the company’s leadership team.

Forge52 also plans to tap Bob Herzog, one of its operating partners, to work alongside Gnesin and Goldberg to run Logomark, drawing on his experience in the promo industry as the formal CEO of both Counselor Top 40 distributor Corporate Imaging Concepts (asi/168962) and supplier Bullet Line, before it was acquired by Counselor Top 40 supplier PCNA (asi/66887).

“Forge52 recognizes the strength of the company that Trevor and his team have built,” said Daniel Ron, managing director at Forge52. “We are honored to support Logomark’s next chapter and look forward to partnering closely with Trevor, Clive and the broader leadership team.”

Forge52 is a private equity firm based in New York that invests in founders and family owners of manufacturing companies, with a focus on building operational efficiency. The company was launched in 2025 by the family behind steel company Deacero.

The move is the latest example in a long line of private equity investments that continue to shape the promo industry. The two largest acquisitions of 2025, for example – S&S Activewear’s (asi/84358) acquisition of alphabroder and iPROMOTEu’s (asi/232119) acquisition of AIA Corporation (asi/109480) – were both backed by private equity funding, as was the consolidation of Counselor Top 40 supplier Koozie Group (asi/40480) and Garyline (asi/55990) under the Mill Point Capital investment group umbrella completed last year.

Based on reported 2024 North American promotional products revenue of $122.3 million, Logomark ranked 16th on Counselor’s most recent list of the largest suppliers in the industry.