FROM THE OVAL
TO THE BIG G.
Learn why we decided to change our look.
WE DECIDED TO SPIFF THINGS UP A BIT.
People have been mistaking us for an auto repair business. When you have a niche repair business like ours, it can be hard to showcase what we do in a simplified logo. Besides, our classic oval shape and wrench became pretty recognizable by our customer base. We didn’t want to let it go…
We had an epiphany. We could feel the change in the air, the excitement from within the company. The next generation of employees are busting at the brim to revolutionize, enhance, and refine the company with any technological piece they can get their hands on. At the same time, there is a push from our long standing employees for things to be “simpler” and “easier” like the pen-and-paper days that seem to be in the not-so-distant past— a need for the clutter and confusion to disappear.
THE NEW LOOK
What is beautiful about a small business culture is that it can allow this hybrid relationship with change to be at a happy medium— a collaborative effort by the generations to create things that are both simple and efficient.
That is what we hope our new logo brings to you at this 25 year milestone: a sophistication in our business that shows both what we do and our hybrid nature of simplicity and effectiveness.
"The original logo, if you look at it, you can't really see the EAST COAST. We wanted it in the logo as we knew someday we wanted to grow. In the last few years, we have started to expand our business out of CT. ”
-Angela Petitti, Vice President
KEEPIN' YOU COOKING
We fix hot side commercial cooking equipment. Our customer base includes restaurants, food trucks, hospitals, catering companies, churches—basically anywhere food is sold. To represent this, we incorporated a chef’s hat (hospitality industry) with flames (hot side) sitting on top of the Big G (personable) in Gary’s East Coast Service. The remaining logo is simply a bold font that spells out our name: “Gary” as we are small and personable, “East Coast,” as we maintain a professionalism and desire for growth, and finally “Service” as it’s what we do.
OLD VS. NEW?
The tension surrounding the “new generations” and the “old generations” seen in our culture can be disheartening. One thing that we strive for as a company is to try and embrace the merits of both worlds. We want to be as tech-savvy as a small business budget allows, but without losing the importance of customer interaction that we have learned over our 25 years in business. We try to stay on our toes with incoming technology and trends; but we never forget the importance of knowledge, hands-on and face-to-face experiences, and maintaining relationships
“This logo has been a part of our lives for as long as I can remember...”
-Lyndsi Petitti, Second Generation
We would be lying if we said it will be easy to let our old look go. After 25 years of our signature oval and wrench, our new layout is drastically different. However, different and new is good and just what our company needs at the crux of our new era. We look forward to see what other changes are heading our way.
“…this was our home.”
-Aylana Petitti, Second Generation