Profitmaster Displays · Brand StandardsIdentitySheet 08 / 34Rev A · 2026-09-25
08 · Identity
The mark barely moved in 36 years.
What drifted was everything around it: four arrangements, three addresses, no master file. The 2026 refresh settles the arrangement and keeps the letterforms.
08.1
From 1990 to 2026.
| Year | Arrangement | Status |
|---|---|---|
| 1990 | Oblique PROFITMASTER with the PM monogram and a rule, on the Coca-Cola catalog | Retired |
| 2002 | Stacked lockup with monogram left, PROFITMASTER over DISPLAYS, INC. | Retired |
| 2009 | Monogram and name split into separate files; the letterspaced sub-line appears | Retired |
| 2014 | Footer and letterhead family built on the letterspaced version | Retired |
| 2018 | "Sleek" wordmark with a speed-line rule, used on catalogs, decks and CAD sheets | Retired |
| 2026 | Refresh: no rule, no monogram, bold aligned sub-line | Current · interim |
08.2
Before and after, at the same size.
08.3
Earlier attempts to change it.
Identity alternatives were explored in 2009 and 2017 and neither was adopted. The 2017 exploration replaced the oblique mark with a lowercase "pmd" in a rounded shape. Both are kept in the archive as reference, not as candidates.
The lesson carried into this refresh: the letterforms are not the problem. Consistency is. A mark used one way, from one file, does more than a new mark used six ways.
Drawing nameMark history
SectionIdentity
Sheet08 / 34
RevA
Date2026-09-25
Drawn by · PMD Graphics