| News Release | |
| Chesapeake
Corporation Updates Logo to Reflect Company’s Global Brand |
| New York – December 7– Chesapeake Corporation, headquartered in Richmond, Virginia, has introduced an updated identity created by the New York branding firm Kass Uehling. “As a leading supplier of specialty paperboard and plastic packaging to premier multi-national corporations with the world’s most recognized brands, it is important that our corporate signature be current and present the image of a truly global company with consistently high quality,” says Chesapeake Corporation President and CEO Andrew Kohut. “We achieved this by successfully partnering with Kass Uehling.” Kass Uehling executed the redesign in conjunction with developing a simplified naming architecture for the entire corporation. All the company’s businesses are being transitioned to a single, seamless, global brand: Chesapeake. |
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| The new design features the letter “C,” stylized to resemble a water wave. The symbol offers a visual association with the word “Chesapeake,” and the color green symbolizes the company’s history in forest products and environmental stewardship. Kohut adds, “Although Chesapeake’s previous corporate signature served us well for more than four decades, we felt it was time to refresh and modernize it with an evolutionary update. At the same time, we wanted to maintain certain attributes of the previous version to reflect our proud heritage.” “The Chesapeake brand refresh program is an excellent example of the direction more companies are selecting as they recognize the need to update but are concerned with losing the equity and recognition established over years of exposure with an existing corporate signature. The opportunity with Chesapeake was to retain the look developed in 1964 but bring it into the 21st Century,” comments John Young, lead partner on the project. |
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About Kass Uehling |
| For more information, contact: |
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| James Uehling Kass Uehling Inc. 333 Seventh Avenue New York NY 10001 212.465.9206 x316 juehling@kassuehling.com |
Jerry Stuart Kass Uehling Inc. 333 Seventh Avenue New York NY 10001 212.465.9206 x328 jstuart@kassuehling.com |
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