Rodgers unveils new brand identity

08/12/2011

Rodgers today announced a new brand identity, which simplifies the company name to Rodgers in its new logo.

“We’re excited about the possibilities ahead for our company, our construction partners, and the communities we serve,” said Rodgers President and CEO Pat Rodgers. “In this spirit, we have developed a new brand that honors our company’s strength and heritage, while reflecting our evolution and continued growth. Our new look retains the quality and craftsmanship envisioned by our chairman, B. D. Rodgers, when he founded the company in 1963, nearly 50 years ago.”

“We will continue to focus on serving our primary market segments of healthcare, education, commercial, mixed-use, cultural, community and senior living,” Rodgers continued. “Our knowledgeable and experienced team will continue to deliver the level of quality and service that has earned Rodgers recognition as one of the leading contractors in the nation.”

In addition to the new brand identity, Rodgers announced that the contractor has integrated its concrete subsidiary, Mid-Atlantic Construction, into the company’s operations unit to offer its clients total concrete package solutions.

Craftsmanship is the hallmark of the new Rodgers brand. The warm and organic primary color incorporates an earth tone with a subtle undercurrent of red clay, honoring the company’s deep roots in the Carolina Piedmont. Along with these timeless elements, the new Rodgers logo has a bold, progressive quality that signifies future growth and brands Rodgers as a leader with a distinctive and enduring presence in our industry and our community. Luquire George Andrews (LGA) developed the new brand identity for Rodgers.

Read more:

Charlotte Business Journal-Table Talk (PDF)

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