Buyers Edge Platform
Industry
Foodservice Technology & Procurement
Team
Jodi Navta & Luke Previs
About
Buyers Edge Platform is the largest foodservice procurement network in North America — a House of Brands built on $100B+ in annual network transactions, serving over 324,000 operating locations across every foodservice segment.
Scope
Brand Audit & Logo Evaluation
Logo Refresh
Division Logo System
Brand Ecosystem Design
Ecosystem Color Palette
House of brands logo designs
Buyers Edge Platform had the network. The reach. The scale. What it needed was a brand identity that could hold all of it together. Years of growth through acquisition left a collection of subsidiary brands with no shared visual language — each one doing its own thing. Our work started with an honest evaluation of where the existing BEP mark stood, what it could carry forward, and what needed to change. From there, we built outward: a refreshed platform mark, a division logo system that creates belonging without erasing identity, and a full ecosystem color palette designed to scale across 15+ brands without collapsing into chaos. The result is a visual foundation that makes BEP look — for the first time — like a single, intentional platform.
Evaluating the Logo
Before designing anything new, we needed an honest assessment of where the existing BEP mark stood. We evaluated it against three criteria: Form — does it feel like a parent brand, confident enough to lead a house of brands? Fit — does it align visually with the sub-brand system taking shape around it? And Function — does it scale, adapt, and work across every context a platform this size demands?
Logo Refresh
The strategy was simple: refine, not reinvent. Buyers Edge Platform had built genuine recognition through its symbol and color — and that equity was worth protecting. Every decision was grounded in the existing mark, made to work harder across more contexts.
The symbol was reduced to a cleaner three-line construction — squarer, bolder, built on a grid with flat caps. Same recognizable shape, but sharper and more scalable.
The wordmark got a more significant update. New Hero Extra Bold replaced the previous type for "BUYERS EDGE" — condensed and confident, with a distinct character that sets the parent brand apart. "Platform" follows in Proxima Nova Medium on the same line, creating a tighter lockup with clearer hierarchy. Custom kerning and ligatures were applied throughout to make the wordmark fully ownable.
Division Logos
With the parent mark refined, the division system could finally take shape around it. The approach was straightforward: take the same BEP symbol, recolor it per division, and pair it with a consistent lockup structure. Same architecture, four distinct identities.
Each division — Fresh, Supply Chain, Software, and Digital Procurement — gets its own color expression while sharing the same symbol, type treatment, and lockup logic. The result is a system that reads as a family at a glance, without any division feeling like a copy of another.
The lockups flex across formats — full name or abbreviated BEP shorthand — so they work everywhere from website headers to full-bleed campaign imagery without losing coherence.
Brand Ecosystem
With the parent mark and division logos established, the work turned to the broader subsidiary portfolio — 20+ brands that needed to feel connected without being rebuilt from scratch.
The solution was a standardized ecosystem lockup: a shared "orb" container shape housing each brand's existing symbol, paired with a consistent wordmark treatment and a "By Buyers Edge Platform" attribution line. The container does the unifying work — every brand that lives inside it instantly reads as part of the same family, regardless of what its original mark looked like.
Two lockup variants give flexibility across contexts: attributed (with the BEP line) and standalone (without). Same structure either way.
Ecosystem Color Palette
The division color system needed to do two things at once: give each division a distinct identity, and hold together as a coherent family when seen side by side.
Each division was assigned its own primary color — applied to the symbol and division wordmark — while the parent BEP pink and dark navy anchor the system as shared constants. The result is a palette that reads as intentional and organized at the ecosystem level, while giving each division enough visual separation to own its own space.
The colors were also chosen to work within the orb container system — meaning every subsidiary brand bucketed under a division inherits a color context that connects it upward to BEP without requiring a full rebrand.
Applying the Ecosystem
Every subsidiary brand — across all four divisions — was rebuilt inside the new orb container, with its own symbol, its own color, and a consistent lockup structure that ties it back to Buyers Edge Platform.
Each orb works in two modes: dark background for brand presence, light background for utility. Both attributed and standalone. The full grid shows what a coherent portfolio actually looks like — dozens of distinct brands that finally feel like they belong to the same platform.
It scales. It's consistent. And every new acquisition has a clear template to step into from day one.
