SPG Celebrates 20 Years of Brand Amplification and Unveils New Brand Identity

Twenty years ago, SPG was founded on a simple but powerful conviction: that a brand relationship built on trust could become something much larger than a licensing deal. That conviction, born out of SPG’s first partnership with Browning in 2006 has guided the company through two decades of growth. Today, SPG marks that milestone with a reimagined brand identity that reflects who we’ve become.

The rebrand includes a new logo, updated visual identity, and a relaunched website. This reflects SPG’s evolution from a licensed products company into what it is today: a full-service Brand Amplifier. With 14 brand partners, 35,000+ retail doors, and capabilities spanning product development, industrial design, business intelligence, quality control, and distribution, SPG has grown into one of the most trusted names in licensed product in the industry. The updated identity brings our positioning to life: we don’t just carry great brands, we amplify them.

“We genuinely believe we’ve got something special going on here at SPG,” said Ben Maki, Chief Strategy Officer. “This rebrand is not just a new look, it’s a statement about where we’ve been and where we’re going. For twenty years, we’ve built this company around one idea: that our brand partners’ success is our success. That hasn’t changed. What’s changed is our ability to deliver on it.” As SPG enters its third decade, the company’s focus remains fixed on what it has always been; amplifying exceptional brands with the care, precision, and accountability of a partner who treats every reputation as its own.