Gosling's Limited, the wine and spirits merchant, has unveiled an updated logo as part of a rebranding initiative.

The company said it would be transitioning to a modified script logo with thick, unique under-stroke swatches in their emblematic red hue.

The Gosling's Limited logo has had several overhauls in its 217-year history of operating in Bermuda.

Malcolm Gosling Jr, vice-president of Gosling's Export Bermuda, said: "We looked to the archives to see how Gosling’s Limited communicated throughout the centuries. This included company logos, letterheads, shop signs, newspaper articles, etc.

“The 2023 update of the logo incorporates pieces from our storied history as we embark on the next generation of Bermuda's oldest, privately owned business."

Gosling’s said the updated logo was inspired by the complete revamp and technical improvement of the company's e-commerce platform -- goslingslimited.com.

"As we move into a more digital age and are expanding the company into new avenues, we wanted something fresh that would still reflect and represent our long-standing history in Bermuda," explained director of operations Victoria Esposito.

The company said its retail team would dress in an all-new navy polo shirt, offering a more polished presentation. The warehouse team will sport red t-shirts, with the managerial team differentiated by heather grey polo shirts.

All event materials will feature the new logo for continuity in brand recognition.

Delivery vehicles and official documents, including invoices, signage, and more, are to transition to the new logo by year-end.