Guckenheimer, a leader in corporate dining services, has launched a refreshed brand identity, marking a new chapter in the company’s development while staying true to its core values. The rebranding reflects years of delivering high-quality workplace dining experiences and the need to evolve with modern trends in corporate catering. The new logo highlights the company’s ambition to deliver innovative and healthy food solutions across North America while maintaining the qualities that made it a trusted name in the industry.
The previous logo had a simple design emphasizing its connection to ISS, the global facilities management company that acquired Guckenheimer in 2017. The design featured a blue circle with the “ISS” branding and the company name in a clean, neutral typeface. While professional, the old logo didn’t fully reflect corporate food services’ dynamic and evolving nature.
The new logo is a significant departure, signaling a shift toward a more modern and visually engaging brand. At the center of the design is a circle divided into three segments, each with its own color: green, orange, and red. This symbolizes diversity, balance, and the company’s holistic approach to corporate dining. The green represents freshness and sustainability, the orange conveys energy and vibrancy, and the red adds a passionate, dynamic contrast.
The typeface has been updated. The bold, dark green lettering used for the company name conveys confidence and reliability. The modern font makes the logo more memorable and reflects the company’s growth and commitment to the industry. The use of green for the text further emphasizes its focus on sustainability and eco-conscious dining solutions. Overall, the logo feels more cohesive and adaptable, aligning with the company’s mission to lead in corporate dining trends.
The simplified and vibrant design allows for easier recognition across various digital, print, or physical signage platforms. The circular shape with distinct color blocks reflects inclusiveness and variety in food offerings, resonating with the company’s diverse menu options catering to various dietary preferences.
This rebranding goes beyond just the visual update. It reinforces Guckenheimer’s position as a forward-thinking business focused on enhancing workplace dining. Adopting a more contemporary design aligns the company better with modern corporate cultures, prioritizing sustainability, innovation, and employee well-being. The new logo represents this momentum while maintaining its commitment to balanced, healthy, and energizing meals for professionals across North America.
The updated logo and brand identity signify Guckenheimer’s readiness to embrace the future of corporate dining with a fresh, modern look that communicates professionalism and approachability. Through this rebranding, the company is well-positioned to continue leading the way in workplace dining, delivering exceptional service and food experiences to its clients.
