The office supplies company is reinstating green and dropping “Office Max” from its logo. The new look and feel is reflected on the company’s website, logo, and other brand touch points such as letterhead, business cards, sales tools and trucks.
The updated site includes an “Our Story Video” that details the brand’s 130-year history, and puts the spotlight on its “customer-first approach.”
According to the site, “The company’s Canadian heritage and perspective, along with its fast growing e-commerce platform, product selection, resources and scale, make it a unique and compelling player in the market. This change reflects the confidence in Grand & Toy’s brand legacy and a strong commitment to its long-term success.”
OfficeMax Grand & Toy, an affiliate of Office Depot, has sold workplace products in Canada since 1882. In April, it announced it was closing all retail stores and shifting its focus to e-commerce.
Grand & Toy launched its brand refresh on Dec 8. Chicago-based Gerard handled the rebrand.