Top 40 supplier HPG (asi/61966) has officially launched a rebrand of one of its subsidiaries.

Debco, a 41-year-old Canadian supplier of hard goods, now has a new look. The revamped logo features a stylized maple leaf, while brand guidelines feature a color palette and design elements that focus in on Canadian art, pop culture, landscape and values, according to the company.

Official PMS colors associated with the brand now include Evergreen Forest, Sunrise Orange, Hazy Sky, Deep Sky and Sand, and sample imprints will include “Canadianisms” like “Aboot,” “Sorry not sorry, eh?” and “True North Strong & Free.”

The new logo has a maple leaf and new design elements.

“The rebrand of Debco is more than just a new look,” said Mel Dobosh, senior brand manager of Debco, which was named PPPC’s Supplier of the Year – Large Enterprise during NATCON last September. “It’s a renewed promise to our customers and partners. We’ve taken this opportunity to modernize our visual identity and make it clear we’re proud to be Canadian by incorporating the iconic maple leaf. I’m proud to be part of this project and excited to roll this creative brand out in the months ahead.”

This is the most recent rebrand undertaken by HPG’s marketing team, which has also refreshed branding for its Hub and Mixie subsidiaries, among others.

“Our rebrand marks an exciting new chapter in Debco’s journey,” said Marie Kirshenbaum, chief operating officer at Debco. “This transformation not only reflects our evolution over the past 41 years, but also reinforces that we’re a modern company innovating our way into the future. By aligning our brand with the dynamic needs of our customers and the latest industry trends, we’re reaffirming our commitment to delivering exceptional service and cutting-edge products.”

A lookbook with the Debco’s comprehensive brand guidelines can be found here.

With 2022 North American promotional product revenue of $268.8 million, HPG ranked eighth on Counselor’s most recent list of the industry’s largest suppliers. The new list is due out in the summer of 2024.