Aramark Logo PNG
The Aramark logo conveys that this company is focused on people and strives to ensure their comfort. The emblem is quite versatile, as the food service provider combines several activities, offering comprehensive solutions in catering, facilities management, and uniform services.
Aramark: Brand overview
In 1936, Aramark’s history started in Los Angeles, USA. The brothers Davre and Henry Davidson launched the company with a little vending machine. Their business was originally known as Automatic Merchandising Company, and they sold snacks through vending machines.
The Davidson brothers’ business expanded quickly in its early years, adding vending machines around Los Angeles. Offering freshly made sandwiches and snacks in locations like factories and office buildings—where food was not often available—was part of their creative business strategy.
The corporation expanded substantially during the 1940s. Automatic Merchandising Company extended its activities outside Los Angeles during World War II by securing contracts to supply military facilities and defense plants. This was a crucial turning point in the business’s growth since it could function far larger than its original market.
In 1959, the firm made a big advancement by joining forces with Slater System, Inc., a Philadelphia-based business that specialized in providing food services to colleges and institutions. This merger created the new ARA Services (Automatic Retailers of America) business. The corporation dramatically grew its operations and penetrated new markets due to this consolidation.
The 1960s were a time of active diversification for the enterprise. The business started offering services in the culinary industry and other fields, including facility services and clothing. The firm started its operations in the uniform rental and service sector in 1960 when it bought United Uniform Company.
ARA Services began operations in Mexico in 1968 to break into the global market. This was the first move in the company’s ongoing international expansion.
The company’s operations continued to expand in the 1970s. WearGuard Corporation, a workwear business acquired in 1976, solidified its position in the uniform and workwear industry.
The corporation continued to thrive and expand throughout the 1980s. The enterprise bought National Child Care Centers, Inc. in 1983 to join the childcare services industry. This action showed the company’s dedication to branching out and investigating new markets.
1994 marked a sea change in the business’s history. This year, Aramark replaced ARA Services as the company name. This rebranding represented the expanding international scope of the company’s operations and was a component of a goal to develop a single global brand.
An important milestone in the firm’s development was taken in 2001 when it acquired ServiceMaster Management Services. This acquisition significantly enhanced the company’s standing in the facility management and technical services industries.
A significant event in the company’s history occurred in 2006. A group of investors led by CEO Joseph Neubauer privatized the business. This choice was taken to execute a long-term development strategy and to give management more flexibility.
Despite the world financial crisis in 2009, the company kept growing its business. By acquiring CampusEAI Dining Services, the business strengthened its position in the college food service industry.
The brand returned to the public market in 2013. The firm raised additional funds for expansion and advancement through a successful initial public offering (IPO) on the New York Stock Exchange.
To maintain its acquisition-based growth strategy, the company paid $1.35 billion to acquire Avendra LLC, one of North America’s top procurement services providers, in 2016. This transaction greatly improved the firm’s supply chain management skills.
In 2017, the company completed a major acquisition by paying $1.35 billion to acquire Avendra LLC, a top provider of procurement services in North America. This transaction enhanced the firm’s supply chain management skills and streamlined procurement procedures. The same year, the company also paid $1 billion to acquire AmeriPride Services Inc., a well-known linen and uniform rental service supplier, greatly enhancing its capacity to offer uniform services.
The corporation started the “Feed Your Potential 365” campaign in 2018 to enhance millions of people’s health and well-being. In addition to instructional materials about leading a healthy lifestyle, this initiative partnered with the American Heart Association to encourage heart-friendly eating.
To carry out its expansion plan, the company acquired HPSI in 2019, a renowned group purchasing company that caters to the healthcare industry. This acquisition enhanced the firm’s position in the healthcare services sector. That same year, the corporation introduced the “Be Well. Do Well.” program to improve corporate sustainability and positively influence people and the environment.
Despite obstacles on a global scale in 2020, the company kept innovating its business. The firm unveiled EverSafeTM, a comprehensive platform designed to guarantee the security and welfare of workers and customers. As part of this program, new safety and hygiene standards were implemented for all business processes.
In 2021, the business reaffirmed its commitment to sustainability by unveiling new targets to cut greenhouse gas emissions and food waste. The company also increased its plant-based and environmentally friendly food products in response to the rising demand for sustainable and healthful food options.
The firm carried out its digital transformation in 2022 by adding new technologies to improve customer service and streamline processes. This included incorporating artificial intelligence systems for inventory control and menu design, as well as increasing the usage of contactless payment and ordering technology.
The company persisted in solidifying its standing as a top supplier of facilities, food, and uniform services.
Meaning and History
What is Aramark?
It is an American provider of catering and facilities management services to clients in various industries, including education, prisons, healthcare, business, and leisure. Founded by Davre Davidson and Henry Davidson, the company offers various services such as catering, maintenance, facility services, and uniform supply. The company is known for its attention to quality and satisfaction by providing effective and efficient service solutions.
1969 – 1994
The history of this logo began in 1969 when the company ARA changed its name to ARA Services. The extensive rebranding was intended to reflect its rapid growth, as it had proven its capabilities by providing ready-made meals to tens of thousands of athletes and fans at the 1968 Olympic Games.
The brand transformation led to creating an emblem featuring a red circle, whose shape emphasizes the activity in the food service industry, where punctuality and timeliness are crucial. Additionally, the circle symbolizes cyclicality, as the company performs the same processes daily to feed millions of customers. In this case, the red color reflects the relentless energy of ARA Services. It also stimulates appetite, making the red logo ideal for a catering service provider.
A rectangle of thin horizontal stripes inside the circle reflects the company’s progressive spirit. Long lines frame a white ellipse with the inscription “ARA.” The abbreviation, formed from the words “Automatic Retailers of America,” is rendered in a strict antique font. Due to the large rectangular serifs, the letters connect at the bottom, symbolizing orderliness, cohesion, and mutual support. The contrasting thickness of the strokes enhances the emblem’s dynamism, highlighting the brand’s continuous development.
The inscription “SERVICES” is in a solid white rectangle at the bottom. It consists of thin glyphs with balanced letter spacing. The classic grotesque font has no decorative elements, evoking a sense of seriousness and a business-like approach. The striking contrast of black text, white geometric shapes, and a red base makes the logo recognizable in all the countries where ARA Services operates.
1994 – 2013
As the company evolved, it transitioned from being a simple food service provider to renting out uniforms for personnel. To mark this new stage of its evolution, it renamed itself Aramark. In honor of this grand new name, a logo was created with a corresponding inscription.
Designers completely reworked everything—from the shape of the graphic elements to the font, which acquired barely noticeable triangular serifs. Despite this, the letters connect at the bottom, forming an unbroken chain. This style creates a sense of friendliness as the company continually expands its business in Europe and Asia.
The bold italic font looks dynamic, highlighting the brand’s active engagement. The sharp peaks of the “A” enhance visual movement, while the ” R ” open counters indicate Aramark’s accessibility to all who need food services.
The wordmark is complemented by a bright image in the shape of a five-pointed star, with a circle replacing the top point. The stylized person is a universal figure, representing both a satisfied customer and a welcoming company employee. The pose expresses joy and exultation, as the widely spread arms indicate. Additionally, the star signifies high-quality services traditionally considered symbols of excellence.
The logo continues to be dominated by red, which symbolizes energy, passion, and vitality. It is balanced by black, which emphasizes Aramark’s reliability and modernity.
2013 – today
2013, the company changed its logo because the previous version lacked visual balance. Designers adjusted the shape of the inscription to make the brand name clear and legible. To achieve this, they separated the letters and switched them to lowercase. Using lowercase glyphs makes the emblem less formal, giving Aramark a friendly and approachable appearance.
The new lowercase sans-serif font looks concise, with rounded corners and consistent thickness. This makes the text blend well with the adjacent symbol—a running person. This figure no longer resembles a cropped five-pointed star, as its arms and legs have become flexible: all four limbs are of different lengths and bent in various directions. This creates the illusion of movement as if the character is not standing still but hurrying somewhere.
The running person symbolizes a company striving for progress and innovation. It also represents an Aramark employee rushing to provide quality services to customers. Additionally, this abstract figure embodies those seeking quick and comfortable living and working conditions.
The red color radiates energy and passion, perfectly matching the dynamic pose of the person. It conveys the idea of moving forward and effectively attracts attention, making the logo a powerful marketing tool. The dark text creates a strong contrast with the bright emblem. Combined with the modern font, the black color emphasizes Aramark’s contemporary approach to service delivery.
