Barker Specialty (asi/132690) has a new vibe.

The Cheshire, CT-based distributor has revealed a new logo that incorporates tried-and-true elements, such as the color scheme and company name, while pointing to the firm’s continued evolution as a leader in the promo products space.

After more than 70 years in business, the company said it has also recommitted to its mission, vision and values in a nod to its dedication to the client experience, the environment and professional growth within its walls.

“Adapting to an ever-changing world while maintaining core values is the driving focus behind the excitement of this rebranding,” said Chelsea Fishman, director of marketing and an account executive at Barker Specialty. “We’re thrilled to reintroduce ourselves with a fresh, modern and vibrant persona.”

Fishman added that since the company was founded in 1951 by Herb and Gloria Barker, the logo – which for many years depicted the couple’s beloved canine – has been modified several times but never fully overhauled. “As we continue to see big brands and our own clients rebrand, we felt it was the right time to revamp our look, as well to keep our brand where our mouth is, so to speak,” she said.

The rebrand took time and much consideration, said President Gerry Barker, and is now fully integrated across the company’s website and social media accounts. “I have so much respect for our marketing team who led this initiative and worked diligently to ensure a smooth transition,” he added.

It’s been a big year for Barker Specialty. In May, Account Director Karen Montgomery was named an ASI Media Distributor Salesperson of the Year finalist. The following month, the company entered into a partnership with Stockholm-based Agood Company to offer sustainable products to end-buyers. And toward summer’s end, the distributor announced several major executive moves.