American Solutions for Business (asi/120075) is shortening its name.

The Counselor Top 40 distributor announced at its national sales conference in Louisville, KY, that it will now be referred to as “ASB” externally. This comes as part of an official rebrand that includes a new logo, color palette and typeface. The full company name will remain in secondary logo variations to maintain recognition and reinforce the company’s history and credibility, ASB said.

“This change has been a deliberate and thoughtful process, and we couldn’t be more excited to welcome the next chapter in our identity,” said Justin Zavadil, president of ASB and a member of Counselor’s Power 50 list of most influential people in promo.

ASB will roll out updated branding and materials in phases. It will begin making changes to digital assets and then implement updated physical brand materials in the coming months.

A Growing Presence in Promo

The rebrand comes at a time of rapid growth for the Glenwood, Minnesota-headquartered distributor of print and promo products. The company continues to build its presence internationally, and took steps last year to further expand its Canadian division, aptly named Canadian Solutions for Business (asi/120086).

The company also expanded into the decoration space with the acquisition of Minnesota-based contract decorator Dubow Textile.

The growth seems to have paid off – the distributor increased its revenue, net profit and EBITDA in 2025.

A Commitment to Tradition

Despite these changes, ASB remains committed to preserving its history. The company was founded by Justin Zavadil’s father, Larry Zavadil, in 1981. Justin Zavadil, who was also named Counselor’s Person of the Year in 2025, added that the company itself has not changed. “But as we evolve, our ability to transcend across markets and borders has never been more important, and this rebrand empowers and positions us to do that,” he said.

ASB, which prides itself on being an employee-owned company, says it was important to make the announcement in person to ensure commitment to and clear communication about the transition.

“The rebrand belongs to all of us,” said Taylor Borst, vice president of vendor relations, marketing and events. “Through the creative process, we surveyed all 1,300-plus of our team members and relied on input from our advisory boards and leaders along the way. Our salespeople, home office and field employees all played a role in the development of our new logo, and this is something we get to celebrate together.”

Based on North American promotional products revenue of $325.1 million, ASB ranks 12th on Counselor’s most recent list of largest distributors in the industry.