Carlos Gaitani, Founder and President of G/Force acquired TriStar Engineering, Inc. in March 2015 and has been working to build positive changes in his first 90 days and Monday, July 6 he announced another huge move.
In a company-wide announcement at the firm’s Indiana headquarters, the CEO and president outlined an ambitious rebranding initiative to employees. The new logo, Unique Value Statement and Identity are critical because “We wanted something timeless and enduring,” Gaitani said.
A new logo will combine the current TriStar “Star Three” mark, which TriStar has been using since 1998, with the new “Star Five” mark.
“We wanted a logo that reflects our ambitions. The [former] TriStar logo does not reflect who we are today. To be a global defense firm, our name must be suggestive,” Gaitani told employees. “Our name must be more than a name. It must be managed as a brand with which people emotionally connect.”
Mr. Gaitani outlined five ambitions that will drive the company forward.
- Rebrand the Company
- Expand into new markets, i.e. Federal Agencies
- Stabilize and expand employee benefits
- Invest in Infrastructure, both personnel and equipment
- Make strategic investments in expanding core technologies and services
In addition to focusing on organic growth, TriStar will incubate new brands and services. Our goals for TriStar are to be a “magnet for talent,” to “build global relevance” and be known as “solutions for customers.”
“The opportunity ahead of us is bigger than it has ever been,” Gaitani said.