ANDMORE Unveils New Logo and Brand Identity

ANDMORE Logo New

Formerly known as International Market Centers, ANDMORE™ was founded in 2011 and has become a prominent omnichannel wholesale market maker. The organization creates opportunities for wholesale buyers and sellers to interact, develop, and thrive through its vast physical marketplaces, design centers, and digital channels. With over 20 million square feet of premium event and showroom space, ANDMORE hosts live events in major locations like Atlanta, High Point, North Carolina, Las Vegas, and New York City. By fusing in-person events with ongoing digital tools, ANDMORE provides its global wholesale customer base with a genuinely omnichannel business platform.

The old name, International Market Centers, was straightforward and clarified the showrooms’ corporate aspect. While artistically appealing, the previous logo’s chiseled and braided design conveyed a corporate image that felt slightly unsettling and out of step with the company’s lively market activity. The change to ANDMORE marks a significant step towards a more playful and engaging, albeit more abstract, identity.

The new name suggests expanding possibilities—more space, opportunities, and connections. The logo design subtly conveys this notion of abundance. The large “O” in the design, resembling two parentheses, represents potential and inclusivity. This design choice encourages adding more within its parameters, similar to how parentheses are used in writing to contain additional information.

Bold sans serif letters are closely spaced in the logo’s font, evoking a modern yet nostalgic feeling reminiscent of the 1960s and 1970s design movement. This graphic identity complements ANDMORE’s goal of maintaining a polished appearance while fostering a lively, enjoyable environment. The similarity to COLLINS’ 2021 branding for Next highlights a contemporary element that harmonizes modern and retro design elements.

ANDMORE Logo Evolution

In real-world applications, the large “O” in the logo expands to accommodate text or images, making it a flexible and captivating visual aid. For example, promotional materials feature the “O” encircling different items, such as globes in silhouette, within the word “M( )RE.” This design strategy adds a layer of visual interest and adaptability to various contexts while reinforcing the brand’s theme of offering more.

A thin monospace font is a supporting typeface used in ANDMORE’s branding. Although its incredibly thin strokes contrast the primary logo’s powerful sans serif, they can also seem slightly out of place. It appears to be an attempt to give the identity a more contemporary, hip feel, but it doesn’t integrate well with the overall design language. However, it offers a contrast that might appeal to the audience of design-savvy individuals in the fashion, furniture, and décor sectors.

The new identity strongly emphasizes color, with a palette drawn from the vibrant and varied landscapes of New Zealand. The company’s founder started his journey in this country almost fifty years ago. Greens and other vibrant hues represent growth, renewal, and the dynamic nature of the markets ANDMORE serves.

ANDMORE Logo Old

Beyond changing the logo and typeface, the rebranding also includes new packaging and other design elements that showcase this updated identity. The extensive brand makeover aims to underscore ANDMORE’s future goals while honoring its distinguished past. The main goal of this strategy is to build a high-end, aspirational brand that reflects the changing demands and values of its target market.

ANDMORE remains as committed as ever to quality, craftsmanship, and originality, and every aspect of the relaunch has been thoughtfully chosen to uphold these values. By emphasizing a contemporary, captivating, and inclusive brand experience, the new identity seeks to attract and inspire a wider spectrum of clients and collaborators.

In summary, ANDMORE has undergone a substantial transformation from its former identity as the International Market Center with the launch of its new brand name. ANDMORE portrays itself as a forward-thinking leader in the wholesale market sector by embracing a more whimsical, inclusive, and visually appealing style. The new identity appeals to furniture, decor, and fashion stakeholders by skillfully balancing corporate professionalism with creative humor. This updated brand identity will be essential to conveying ANDMORE’s principles and attracting new opportunities for growth and connection as the company develops and broadens its offerings.