UNITED FRANCHISE GROUP

Enterprise Brand Identity

SERVICES

Enterprise Brand Identity
Corporate Visual System
Logo & Mark Development
Brand Standards & Asset Toolkit

Challenge

United Franchise Group, a parent company overseeing a diverse portfolio of franchise brands, was operating with an outdated identity that lacked flexibility and recognition. The existing logo was purely typographic, limiting its versatility across applications and diminishing its presence at scale. As a brand built on growth and leadership, UFG needed a modern, ownable identity system that could unify its ecosystem while standing confidently on its own.

Execution

We led a full brand identity transformation, designing a distinctive mark that introduced immediate recognition and scalability across UFG’s expansive portfolio. The visual system was built to balance corporate authority with modern simplicity, establishing refined typography, a cohesive color palette, and flexible brand assets. We also expanded their messaging foundation to better support the new identity, ensuring the brand not only looked stronger, but communicated with greater clarity and confidence.

Close-up of a blue hoodie featuring a minimalist emblem with three vertical stripes on the chest and two drawstrings hanging down the left side.

OUR MISSION

We have one customer:
Our Franchisee.
When they are successful,
We are successful.

CORE VALUES

Positive Attitude, Enthusiasm and Passion for the Company.
Keep Growing — Sales First.
Family Owned Company that is like a Family.

Three blue color swatches labeled UFG Navy Blue, UFG Medium Blue, and UFG Light Blue, each with their hex codes, RGB, CMYK, and Pantone values listed beneath the color names.

A large blue sign reads: “UNITED FRANCHISE GROUP. WE HAVE ONE CUSTOMER: OUR FRANCHISEE. WHEN THEY ARE SUCCESSFUL, WE ARE SUCCESSFUL.” The sign is displayed indoors beside a staircase and railing.

A desktop computer on a black desk displays a franchising website. The desk has a keyboard, mouse, white mug, potted plants, books, and an hourglass. The background is dark, creating a modern workspace atmosphere.

”Rebranding a legacy company with decades of equity is never easy, but with a clear understanding of who UFG was at its core, every decision became more intentional. That clarity allowed us to create a brand that felt not only new, but undeniably right.
Bethany BenhamCreative Lead on UFG