Carlson Unveils New Logo

Symbolizing the Company's Heart, Heritage and Future

• 
  SAVE
• 
  SHARE
• 
  TEXT SIZE
• 
  PRINT
• 
  COMMENT
• 
  PDF

. October 14, 2008

MILWAUKEE, WI, November 9, 2006. Carlson Companies, a global leader in the travel, hotel, restaurant, cruise and marketing industries, today 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 and communities.

---|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 businesses.

"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 entire company."