Lumbermens Merchandising Corp. (LMC) unveiled a new logo on Friday as part of a new brand strategy. A new slogan, "Building Business Together" was also introduced along with the new logo.

"'Building Business Together' is our company philosophy that applies to everything we do," said LMC president John Somerville. "It is the mantra of the organization, our dealers, LMC staff and our suppliers."

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

LMC "'Building Business Together' is rooted in LMC's history of working together and standing the test of time," said Loran Hall, the owner of Mathew Hall Lumber and chairman of LMC's board. "This new logo and tagline is designed to speak strongly to who LMC is; the leading building material dealers and suppliers in the industry united for growth."

The co-op said the goal of the branding strategy is "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."