Lipsey’s, a nationally renowned firearms distributor, announces a new brand mark as it celebrates 60 years in business.

While Lipsey’s has long appealed to both hunters and open-range sport shooters, the new logo stems from the company’s desire to appeal aesthetically to both types of consumers. As the product line has become more diversified, it has become necessary to exhibit a brand that completely encompasses all of Lipsey’s products.

“The new logo communicates our company’s product offerings for both hunters and sport shooting enthusiasts,” Lipsey’s President and CEO Laurie Aronson explained. “This is a direction for us that visually appeals to our entire customer base.”

The new mark, which resembles a rifle’s telescopic sight and suggests velocity and progressive movement, was designed by local agency, MESH | Integrated Marketing and Advertising.

“This logo captures the essence of the modern, service-oriented firearms wholesaler that is represented by the Lipsey’s brand,” said MESH Partner and Creative Director, Taylor Bennett. “We utilized bold, basic shapes to represent the working parts of firearms, such as trigger guards, barrels and scopes.”

The new brand mark also accompanies Lipsey’s move to a new, larger 83,000+ square ft. distribution center where all departments will be housed under one roof. The expansion will enable Lipsey’s to double the size of its sales staff and will allow for additional inventory room and more efficient warehouse operations. A second story is also planned for future expansion of administrative and sales staff. The expected date of completion is slated for March 2014.

Logo courtesy Lipsey’s

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