Zeeland Lumber rebrands itself


Back in 2006, Zeeland Lumber in Zeeland, Mich., was named Home Channel News Independent ProDealer of the Year. The building industry has changed dramatically since then, and Zeeland has changed with the times. 

The company unveiled its new branding last month, including a new logo and a simple, two-word tagline: “Build. Trust.” 

“It’s such a fitting tagline,” said Mark VandenBosch, VP sales and marketing. “Each word can stand alone, and together they represent everything we do.”

The new logo also reflects what Zeeland can do. The six-sided shape represents its diversification in six business units — ­lumber, holdings, concept showroom, contractor services, truss and components, and logistics and distribution.

“What we have been working on is staying relevant for our customers,” said VandenBosch.

In the company's new brochure describing a "Brand New Zeeland Lumber," the company's mission is spelled out as: "Building trust in our industry through knowledgeable service, innovative solutions and exceptional value."

The material describes the change in the brand's look and focus this way: "While we remain firmly grounded in the values that founded this company, we recognize that we have grown and will continue to grow to meet the building needs of our community and the region. It is our expressed hope that the new identity captures this spirit while remaining faithful to our roots.