"It is the mantra of the organization, our dealers, LMC staff and our suppliers." And now LMC has created a new logo to express that viewpoint.

The new logo lettering with a dot in the middle of the "C" represents that the co-op is "on point" with its customers, LMC says. The marketing initiative has been in the works for two years–roughly the same amount of time Somerville has led the purchasing co-op–and was the work of LMC's marketing department and an outside agency, Hitchcock Fleming & Associates.

The "Building Business Together" tagline also is part of the new logo. By promoting this branding strategy, LMC says, it aims "to keep a forward momentum in the marketplace so that every LMC dealer continues to benefit from a position of strength and collaboration which in turn also benefits the supplier community."