Back in 1954, Frank and Rita Fleming began selling pens door to door in Boston. Sixty-five years later, the business they founded, Hub Pen Company, now ships more than 250 million pens annually and is one of most recognized suppliers in the promotional products industry.

To reflect Hub’s proud history and convey the entrepreneurial energy that still defines the Massachusetts-based firm, the company has launched an extensive rebranding of what executives described as the company’s visual identity system. That includes a refreshed logo, font, marketing collateral, product clips and website. The rebrand centers around a “Hub” logo that’s cursive-written – and animated where applicable. The logo aims to reinforce the central feature and relevance of the brand’s flagship writing instruments.

New Hub Pen logo

“Our goal was to transform an iconic promo industry brand into something welcomed and recognizable but elevated,” said Casey Ouye, creative director of HUB Promotional Group’s (asi/61966) new in-house creative marketing team, which undertook the rebrand under the lead of Jason Lucash, HUB’s senior vice president of marketing and product.

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Hit refresh and check out our fresh new look at hubpen.com!

A post shared by Hub Pen (@hubpen) on Sep 23, 2019 at 8:53am PDT

“As we continue to bring new writing instruments and experiences to the market, now is the time to reintroduce Hub Pen to the modern world,” Lucash said in a statement. “The new branding reflects a high-quality, dynamic and creative product – and its value for customers.”

The 377 Turaco pen

Hub Pen is part of Top 40 supplier HUB Promotional Group, which features nine supplier brands, including Origaudio (asi/75254), Handstands (asi/59525) and Debco (asi/48885). With reported 2018 North American promotional product revenue of $197.8 million, HUB ranks 9th on Counselor’s latest list of the largest suppliers in the industry. Hub Pen is home to the Javalina brand, which the company says produces 1 million pens daily.