APG—BUILDING A BRAND
As APG begins our 37th year, we wanted to provide an overview of the history of our brand. Branding is something that might easily be taken for granted, but it’s a very important tool to differentiate us from our competitors and to build trust with our customers. Here is the background story of the thought and effort that have gone into our brand over the years.
In November 1983, John Kavula and Jerry Lightner were finalizing their plans to open an electrical contracting company in the Tampa Bay area. John started brainstorming company names and submitting them to the Doan Electric principals from the Goulder and Heiser families who were supporting this new endeavor. Edmund Goulder decided on AP Electric in honor of his father, the founder of The Doan Electric Company, A.P. Goulder. However, that company name was already registered in Florida, so Edmund changed it to APG Electric. John wasn’t sure about the idea of using only initials for our name, but was reminded by Alan Goulder that “if it’s good enough for IBM and UPS, it’s good enough for us.” And it has been, for 36 years.
The next challenge was selecting a logo. Alan Goulder designed the original, which was used for a year before being slightly modified to make it easier to read. After experimenting with midnight blue and silver, John chose midnight blue and burgundy on a light gray background for our colors because they coordinated well. We kept this combination for ten years.
In 1994, everything came together for a new logo, stationery, marketing brochure, and our move into the current Clearwater headquarters. Our fresh start began with the help of graphic designer Liz Cherry, who had moved into a suite next to us in the Live Oaks center in 1993. We had struggled with the gray stationery not looking clean when copied, and the fine line of burgundy closely surrounding our midnight blue logo was difficult to produce. The stationery was switched to white, the colors were changed to teal and purple, Liz designed a new logo and brochure, and we moved into our new space.
After serving us well for twenty years, it was time to modernize our colors and logo in 2014. Our company had also expanded beyond just electrical contracting, so the main brand became simply APG. Each group (Electric, Engineering, Technology, Life Safety, and Security) now has their own custom, targeted logo, falling under the main APG umbrella. Our colors were changed to the dark and light blue that we use currently, with a new logo, headers, website, and vehicle lettering.
As we move into 2020, we will continue to make improvements. We are now using our brand on social media to connect more quickly and easily with our employees and customers. But no matter what may change, our commitment to doing it right, down to the tiniest detail, will always remain the same. We will keep striving to make sure that our public image proudly reflects the hard work, skill, and dedication of our team.
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