Gold Bond (asi/57653) has a new look.

The Hixson, TN-based promotional products supplier announced a brand refresh that includes an updated logo, website and a slew of new service offerings, including live chat, which will be coming to the website later this year.

Established in 1947, Gold Bond is a second-generation family-owned company that has changed a lot over its 75-year history, according to company executives. Gold Bond started as a pencil company, before expanding its portfolio of products to include categories such as drinkware, bags and golf accessories.

Gold Bond has unveiled a new logo, meant to highlight the expanding needs of the promotional products industry.

“As our brand has evolved, so have our mission, goals and services,” said Mark Godsey, Gold Bond president. “While our globe represents our worldwide commitment to service … we decided a new brand was due. With that said, you will see a new logo, new commitment to service, and as always, a firm dedication to delivering more than you expect.”

Gold Bond’s former logo, with its multicolored globe, spotlighted its 2014 acquisition of full-color supplier World Wide Line. The logo “included a rainbow of colors to signify its ability to decorate in new ways and turn a tangible product into a true canvas for the promotional products industry,” according to Gold Bond.

Gold Bond shares its mission in this video revealing its new logo and refreshed brand.

The new logo launching today, June 6, gives the Gold Bond globe a magnifying glass look that “highlights the expanding needs of the industry with bold texture, rich services and a reverence for customer service,” the supplier notes.

Among the new services Gold Bond has already deployed are third-party logistics services for warehouse and fulfillment, custom sourcing, flat-rate sample shipping, flat-rate drop-shipping, online freight estimations, online order status, online payments through the website and the ability to file a claim through the website. Also popular is the “coming soon” section of Gold Bond’s website as well as its influencer kits, according to Britney Godsey, chief revenue officer. The influencer kits allow distributors to get their hands on coming soon items before the bulk of inventory is available; distributors who leave product reviews on the website earn a chance to win a free self-promo version of the item they reviewed, Godsey added.

Later this year, Gold Bond plans to add live chat on the website. And sometime this month, the supplier will be launching a service called XP Factory, a set of nine experiences that the supplier can put on at an event, Godsey noted.