In Business as In Life, Image Matters – The Evolution of a Logo and a Company

This month marks a milestone for ALOM. We’re rolling out a new brand identity and logo that represents the ALOM of today and of the future. You’ll notice us updating branding across our website, trucks, facilities, and more in the upcoming year.

We didn’t just decide one day to update our logo. Rather, it has been in the works for several years as ALOM continues to grow and evolve as a company. Our previous logo with its bold and distinctive design presented the public face of ALOM to the world for 19 years. The logo was designed to represent precision and control for a company you could trust.

So why change our logo? Because the world and supply chain industry have changed dramatically since the logo’s introduction in 2005. The services we provide, the risks we mitigate, the technology we use are light years ahead of what we were able to imagine in 2005. Our logo needed to better reflect the company we are today but remain true to our heritage and values.

Regarding our logo, people often ask two questions:

1. What does ALOM stand for? And,
2. What do the triangle and circle represent?

ALOM is indeed an acronym. It stands for Advanced Logistics, Operations, and Manufacturing. As for the triangle and circle, it represents inserting a round “product” inside a sleeve or envelope.

The updated logo design shown below presents a crisper version of the circle and triangle. We removed the border which felt too restrictive given our agility and ability to scale. The logo font was modified to convey precision. The stylized “A” represents our commitment to tailor a solution unique to each customer’s requirements.

Back in 1997 when CEO Hannah Kain founded ALOM, she had a vision to create an environmentally and socially conscious supply chain partner offering flawless execution, technology leadership, flexibility, and true customer focus. That vision has never changed. However, the world does not stand still – especially the world of supply chain! The company Hannah started in 1997 would have been obsolete in 10 years if we did not stay ahead of changing technology, shifting consumer behavior, and rapidly advancing globalization trends. For example, when ALOM first opened, many of our customers were high-tech Silicon Valley software companies. We duplicated, packaged and distributed software on floppy discs and CD-ROMs. Need I say more? While those are now obsolete, ALOM has continuously embraced the future by investing in service expansion and advanced technology application.

First representation of ALOM logo – 1997

In business as in life, image matters. The new ALOM logo design presents a visible message to our customers, future customers, staff and stakeholders that as the world around us and supply chain evolves, ALOM continues to stand apart as an industry leader. We’re committed to our core values and to a “no limits” attitude in developing and executing tailored supply chain solutions that protect our customers and position their brand for growth and success.

Here’s to the next 27 years and beyond!