Breathing New Life
into a decades-old brand
Breathing New Life
into a decades-old brand
This client was looking to move from its current name and identity — Arnold Refrigeration Inc. — to ARI. The existing logo for this multigenerational business was dated, reflecting the refrigeration industry of the past rather than the innovative, technology-driven cold-chain industry it has become. Our task was to help the company reintroduce itself to the market as a forward-thinking partner poised to help lead the industry into the future.
The logo symbol calls to mind the “A” of ARI, presented with sleek lines and dimensionality for a fresh, contemporary feel. It also suggests a covered structure, representing the temperature-controlled environments ARI creates for its clients.

Bright blue, the universally recognized color of cold, ensures that the logo commands attention, and is set off by a softer green, which represents ARI’s commitment to providing sustainable solutions that are kinder to the planet. The ARI primary color palette also includes a dark blue to provide great contrast in various design applications, while keeping with the recognizable blue-and-green color combination to reinforce the memorability of the brand image.

The font selected for the company name in the logo, as well as the tagline when it’s included, upholds the clean, contemporary style of the symbol. The logo stands strong on its own, as well as with the tagline, which is how it’s being used in most applications.