lite prepcenter, launched in 2001, prepares to celebrate its 20th anniversary with a new brand and plans on updating internal and external communications to better reflect its current market position. The company was designed in 2001 to work with internet retailers, at that time an emerging market segment, with the special needs of fulfilling ecommerce orders for shipment directly to consumers.
Tech Savvy, Friendly, Time-Tested & Founded on Family Values
We are a modern, time-tested and customer-focused organization with leading tech designed for the work we do, says Jordan Lindberg, Executive Vice President and son of the founder and CEO, John Lindberg. And we realized our brand presentation hadnt kept pace in representing our growing expertise. At the same time, we didnt want to lose our foundation as a family business and our reputation for dependability and approachability.
lite prepcenter shared the new logo internally for the first time with managers mid-September, and has rolled it out internally on company emails, internal slide presentations and a new virtual job fair booth.
lite prepcenter Ready for Market Growth
With ecommerce order volume increasing 20% to 40% over normal spring and summer volumes, lite prepcenter has added staff and expanded schedules to accommodate both new and current clients. As many brick-and-mortar retailers are discovering, the pivot from strictly business-to-business (B2B) to direct-to-consumer (D2C) fulfillment requires a fulfillment center with the proper technology, and a team nimble enough to respond to integration and onboarding procedures.
While we offer B2B distribution services as well, says Steve Bulger, Chief Operating Officer, its the fulfillment services that weve honed over two decades that are attracting more and more clients.
lite prepcenter integrates easily with incoming multi-channel order systems, having taken 20 years to develop technology that works well with Shopify, Amazon Seller Central, eBay, Walmart.com and more than 40 other shopping cart platforms that have developed over the last two decades. Additionally, lite prepcenter tech interacts with shipper systems at the U.S. Postal Service, DHL and FedEx, as well as the precise requirements of Fulfillment By Amazon.
To manage online orders, inventory and storage for startups, crowdfunders and other business-to-consumer companies, a third party logistics (3PL) company must master sophisticated processes as well as extraordinary client service, says Bulger. We wanted our logo to speak to both skill sets: tech and people.
Our new brand needed to feel friendly and accessible, as well as skilled and reliable, to capture some of our most important brand assets, says Bulger. The combination of a blue chip color palette with a friendly mark helps the brand lean forward, while building on the tradition of strengths that support lite prepcenters vision for the next 20 years.
Global Reach & Growth for lite prepcenter
International companies make up more than 50% of lite prepcenters client list, which is an additional audience for the new branding. Not only is simplicity part of the internal values for lite prepcenter, but its one reason the company does well with offshore businesses looking to fulfill orders in the U.S. The new logo gives a nod to the last 20 years by maintaining the box and swoosh, while giving those elements a fresh, global look and feel.
lite prepcenters New LogoThe Story Behind the Updated Brand
- Dark blue, a blue-chip blue, is a nod to the reliability, accountability of two decades of successfully serving ecommerce retailers. It is the color of trustworthiness.
- Medium blue, the friendly color, speaks to our foundation as family-owned business. Our friendly blue recognizes the longevity of the customer service team and their passion to put clients first.
- The icon is a box in motion, moving forward. The box icon has been part of lite prepcenters previous marks. The yellow ellipse or curve in those previous marks has been updated to the three swooshes, representing three pillars of lite prepcenters reputation and its trademarked tagline: Simple. Trusted. Reliable.
- In the mark, the letter i has a different colored dot over it to draw attention to lite prepcenters precision and creativity. Its a little dash of color that represents our nimble problem-solving. And its a nod to our abilities to dot the is and cross the ts.
- Additionally, the i in Service connects Service to Lite PrepCenter, in the same way that service is an integral part of our process, and our approach to business. Service to our clients is at the core of our business and cannot be pulled away from it.
- We maintain an emphasis on our e in eFulfillment. John Lindberg designed our company expressly to serve internet retailers and our systems and processes have been honed intentionally across two decades to serve ecommerce businesses. lite prepcenter evolves as ecommerce does.