Logo Mats (asi/67849) has a new look.

This week at the ASI Show Chicago, the LaGrange, GA-based supplier is launching a rebrand that includes a new colorful logo, a first-ever mascot and a fresh tagline. The move occurs on the eve of a major longevity milestone for the firm.

“With our 20-year anniversary coming up in 2024, we felt now was the best time to rebrand and expand our reach through marketing,” said Miles Wadsworth, president of Logo Mats.

The new Logo Mats logo includes a colorful lizard – Lenny – that’s now the company’s official mascot.

The full logo includes the name “Logo Mats” in a fluid multi-colored script, while the centerpiece is the newly minted mascot – Lenny, a friendly-looking, cartoon-style lizard that bursts in blues, purples, oranges and yellows.

“Stand Out Where Others Blend In” is the tagline – a theme hammered home by the logo’s bold palette, executives said. Leaders at Logo Mats spent months conceiving and creating the brand identity.

“We’ve been delivering great products and service for 20 years,” said Wadsworth, noting Logo Mats has a top-notch five-star rating in ESP, an ASI technology solution that includes a searchable database of products from across the promo industry. “What we needed was to refresh our brand and marketing. The promo industry is fun and colorful and helps companies of all kinds stand out. Our new logo really brings that idea to life.”

Relatedly, Wadsworth said the new design is also a way of communicating how mats, when creatively designed and expertly built, are highly effective at capturing the attention of end-client’s target audiences. Logo Mats offers a range of mat products, including outdoor, indoor and point-of-purchase styles.

To promote the new brand, Logo Mats is featuring the logo on promo items that include polo shirts, PopSockets, socks and custom pins.

“While they may not always be thought of as a traditional promo product, mats are an important vehicle for distributors to use to build their clients’ brands,” Wadsworth said.

To support the brand launch, Logo Mats is featuring the new logo on an array of promotional products, including polo shirts, socks, notepads and PopSockets. Pins custom-made in the shape of Lenny are on offer, too. The branding will be featured at ASI Chicago on banners and the like.

“We are the same trusted supplier we’ve always been, but are now more colorful and fun,” said Wadsworth. “Logo Mats is proud to have served the promotional products industry for 20 years and we’re excited to continue to do so for another 20 and beyond.”