Advertising Premium Sales (APS, asi/111800) is hitting refresh.

The long-running St. Louis, MO-based distributor recently announced an extensive rebranding that includes a complete redesign of the company logo. The goal, the firm says, is to reflect the organization’s growth since its founding and a renewed commitment to the company’s mission.

“This refresh of our brand is a look to the future of marketing services while also honoring the foundation that my late father, Jay, and grandfather, Buddy, built for almost 60 years,” said Matt Shucart, owner and president at APS. “We believe the modern and clean look is a testament to continuing their vision for APS and fully represents the work we do for our clients.”

A big part of the Advertising Premium Sales’s (asi/111800) rebrand was redesigning its company logo.

Matt Shucart is part of the third generation of APS family ownership.

Harold (Buddy) Shucart launched the distributorship in the summer of 1962, and his son Jay joined the firm after college, followed soon after by Jay’s wife Sheila – who, today, is chief financial officer at the company. Matt joined about 10 years ago – he says the rebrand marks APS’s ongoing development into a full-service marketing agency.

“It was important for us to evolve our brand into something that truly expressed the depth and breadth of our capabilities – and I believe we have done that,” says Sheila Shucart. “As we look toward the future, our new logo truly encapsulates our mindset of branding done better.”

APS plans to celebrate the rebranding at its first annual customer appreciation event in St. Louis on Oct. 9.