Welbilt, Inc. a leading global supplier of commercial foodservice equipment, will unveil new logos for its product and service brands at the National Restaurant Association (NRA) Show in Chicago, May 20 – 23, 2017. This change is part of Welbilt’s February announcement changing its corporate identity and branding.
The new product logos reinforce Welbilt’s multi-brand approach and endorse the company’s renewed customer focus and commitment of bringing innovation to the table. The product brand logos were designed to provide each brand with a strong and modern visual identity while establishing a clear connection to the Welbilt corporate brand. The new logos have undergone a significant transformation with a redesigned shape, a triangle with the Welbilt ‘W’ and a color palate specifically defined to create distinction for Welbilt’s four product categories:
- Storing brands are defined by blue,
- Cooking brands are defined by red,
- Holding, displaying and serving brands are defined by purple, and
- Ice and dispensing brands are defined by navy
The color code now also reflects the workflow in the kitchen highlighting that Welbilt serves the entire kitchen and offers its customers a true systems approach. The visual style is meant to effectively capture the personality, key benefits, and vision of each product brand while endorsing Welbilt’s vision.
Welbilt’s broad product portfolio provides a full line of foodservice solutions designed to improve productivity, quality and profitability for its customers. Its primary objective is to offer a complete solution for the entire kitchen with high-quality products supported by excellent service that help customers’ kitchens reach their full potential.
“2016 was an exciting year of transition and forward momentum for all of us at Welbilt. The further development of our brand identities and new logos symbolize the ever-evolving spirit of Welbilt. We moved from 23 brands to 12 core brands, all supported by our global aftermarket service brand KitchenCare®, to be more focused and generate long-term profitable growth,” said Hubertus Muehlhaeuser, president and CEO of Welbilt.
“Welbilt and our portfolio of brands are united in the belief that the kitchen is the heart of our customers’ business. We were the first company in the industry to pursue a complete systems approach and do even more so today. The evolution of our product brand identities is to showcase this,” said Andreas Weishaar, SVP, strategy, marketing and human resources.
Welbilt has one of the broadest portfolios of both hot and cold foodservice equipment in the industry, from ovens, fryers, steamers, grills, ranges and induction cooktops to beverage dispensing, blending, refrigeration and ice-making equipment. The company has a global manufacturing footprint and award-winning brands that serve restaurants, hotels and institutions around the world. Among others, the company received two 2017 National Restaurant Association Kitchen Innovation Awards and a variety of customer appreciation awards. The company was recently recognized as ENERGY STAR® Partner of the Year, their eighth year of award winning excellence. Welbilt is inspired by simplicity and powered by expertise.
Welbilt, Inc. provides the world’s top chefs, premier chain operators and growing independents with industry-leading equipment and solutions. Our innovative products and solutions are powered by our deep knowledge, operator insights, and culinary expertise. We offer fully-integrated kitchen systems and our products are backed by KitchenCare® aftermarket parts and service. Headquartered in the Tampa Bay area, Florida, and operating 17 manufacturing facilities throughout the Americas, Europe and Asia, the company sells through a global network of over 3,000 distributors and dealers in over 100 countries. The company has approximately 5,500 employees and generated sales of $1.46 billion in 2016. Its portfolio of award-winning brands includes Cleveland™, Convotherm®, Delfield®, fitkitchenSM, Frymaster®, Garland®, Kolpak®, Lincoln™, Manitowoc®, Merco®, Merrychef® and Multiplex®. For more information, visit www.welbilt.com.