Sussex-based Quad/Graphics Inc. will keep its iconic logo featuring Qs and Gs stacked to represent printing rollers, but the company is dropping the word “Graphics” from its brand name.
The change is a reflection of a series of changes the company has made in recent years as part of an effort to become more than a printer. Quad now presents itself as a “marketing solutions partner.”
“We have been transforming our company – and our value to clients – over time and now have an offering that extends beyond print and content execution to include an integrated stack of marketing services,” said Joel Quadracci, chairman, president and chief executive officer of Quad.
Quad/Graphics Inc. will remain the company’s legal name.
Quad, founded in 1971, grew to $1.8 billion in revenue by 2010. Since then, the company has completed a series of acquisitions to consolidate the printing industry and revenues grew to nearly $4.8 billion in 2014. Falling print volumes and pricing pressures have cut into the topline with revenue expected to be around $4.2 billion this year.
But Quad’s transformation has continued as the company acquired marketing services provider Ivie & Associates, made investments in the digital agency Rise Interactive and acquired the creative agency Periscope. Quad also has a deal pending to acquire LSC Communications, the legacy business of R.R. Donnelley.
While the company is retaining its logo, the company is sunsetting the sub-brand names QuadPackaging, Tempt In-Store Productions and BlueSoHo.
“Our logo element speaks to our heritage in print, which will remain a critically important part of our offering going forward,” Quadracci said. “However, the logo now simply features our name as Quad – a reflection of the simplicity that our platform delivers.”
The Ivie & Associates brand will be repositioned to focus exclusively on print management while that brand’s client services offerings will be rebranded under the Quad name.
