JH Specialty (asi/232445) has a new brand identity.

The Fort Wayne, IN-based distributorship, helmed by Counselor’s 2019 Distributor Entrepreneur of the Year John Henry III, recently announced that it has rebranded as JH, a strategic move centered around a fresh logo.

JH senior designer Josh Tuck spent more than a year creating the new JH logo.

The logo, which senior designer Josh Tuck spearheaded the creation of over the course of a year or so, encapsulates JH’s “work hard, play hard” values and its status as not only a promo products distributorship, but also an experienced full-service web development and traditional marketing company, executives said.

“I am extremely excited about the new logo,” said Henry. “Our clients refer to us as simply ‘JH,’ so we decided we had the flexibility to simplify the brand identity. Easy to read. Easy to say. Easy to do business with.”

In this video, JH’s John Henry III and Josh Tuck discuss the process of creating the new logo.

In a blog post, Tuck details the process of creating the new branding, a discussion that includes a breakdown of how visual elements of the logo communicate the core values and services of JH.

“I wanted the logo to be a visual teaching tool as well,” Tuck writes. “So, every design decision was made to represent some aspect of how we approach our work or our company culture. If so inclined, anyone at the company can use it as a way to introduce JH to a potential client.”

For instance, Tuck notes that a subtle waveform flows through the bottom of the “J” and the bar of the “H.” Writes Tuck: “This represents JH at its core; fun and relaxed, but ready to work. The bright blue drives this point home, and because it’s a common color for tech companies, helps people start to infer what we do.”

The rebrand comes as JH drives strong sales performance.

“Overall sales are up 20% year-over-year,” Henry told ASI Media. “We believe we will continue to see a more than 20% year-over-year increase as we finish the fourth quarter and start the new year.”