Cincinnati-based Associated Premium Corporation (asi/126400) has announced the launch of its new corporate brand identity, redesigned logo and updated website.

The company, celebrating 40 years in business, has rebranded to APC.

“For decades, the entire team at APC has been focused on emotionally connecting brands to people,” Randy Ficke, CEO of APC, said in a press release. “Our new brand identity, logo and website better reflect our market-leading position, unparalleled creativity and the comprehensive services we bring to our clients across the United States.”

The newly designed website features an expanded merchandise catalog, simplified messaging, creative case histories and more.

“While the name, logo and website have changed significantly to better represent who APC is and what we bring to market for our clients, the same great team is still in place,” Ficke said. “Our new identity is modern, innovative and creative – words we use to describe not only our image, but also the merchandise solutions we provide to our client partners.”