Profitmaster Displays · Brand StandardsFoundationSheet 02 / 34Rev A · 2026-09-25
02 · Foundation
Forty-two years of catalogs.
Profitmaster Displays was founded in Atlanta in 1984. The oblique wordmark was already in use on the 1990 Coca-Cola catalog, and it has not changed since.
02.1
The timeline.
| Year | What happened | Evidence |
|---|---|---|
| 1984 | Profitmaster Displays, Inc. founded in Atlanta by Ron Beerman | Company records and every age claim since 2009 point to 1984 Confirm |
| 1990 | The Coca-Cola "Merchandising and Display Equipment Catalog" carries the oblique PROFITMASTER wordmark, fully formed | Catalog cover, 1990 |
| 1990–2008 | One catalog per bottler system every year. The bottler's brand leads; Profitmaster is the publisher | Catalog covers 1990, 1999, 2007 |
| 2009 | First full website: "a leading provider of retail merchandising solutions … to the beverage and snack food industries" | Web archive, 2010 |
| 2014 | The stationery family that every current letterhead descends from | Footer and letterhead files, 2014 |
| 2017 | An alternative identity is explored and not adopted | Identity exploration, 2017 |
| 2020 | The current website; "Consumer Packaged Goods" replaces "beverage" in the headline | Web archive, 2022 capture |
| 2024 | Move to 2100 Powers Ferry Road, Suite 410 | Company registry, website |
| 2026 | The wordmark is refreshed, the monogram retired, colour set to greyscale, and these standards written | This site, Rev A |
02.2
What the history gives us.
A mark people already know. Bottler buyers have seen the oblique PROFITMASTER on catalogs for over three decades. The refresh keeps it.
A catalog habit. Our most consistent surface is the annual catalog. It is where the brand has always lived, and it gets the most care in these standards.
A customer's-colour habit. The mark has always been black or white, with the bottler's brand supplying the colour. That habit becomes a rule on Colour.
What is not known yet 2
- The Georgia incorporation date (company J414941). Every public age claim points to 1984; the registry record will confirm it.
- Anything before 1990. The founder is the only source for the first six years.
Drawing nameOrigin
SectionFoundation
Sheet02 / 34
RevA
Date2026-09-25
Drawn by · PMD Graphics
