Gemma International has shortened its trading name to Gemma following a corporate rebranding that includes an updated logo.
The new logo has been "streamlined" to reflect the greetings firm’s vision for the future.
The rebrand will be officially unveiled at Progressive Greetings Live in May, and will then roll out across digital platforms as well as on products, product packaging, corporate stationery, signage and marketing.
The trademark bow on the original Gemma International logo has been repositioned and the pink and blue corporate colours have been exchanged for silver and gold.
Based in the UK, Gemma holds over 30 licences including Hello Kitty, Disney, Thomas, Ben 10, Mr Men and Moshi Monsters for licensed greeting products.
David Wesson, Gemma CEO, said: "Gemma is an incredible success story. We have a great young team, are a mayor player in the greetings industry and enjoy fantastic partnerships with many of the world’s best selling character brands.
"As we continue to grow our licensed business, we are also seeking to further develop our own properties.
"This is such an optimistic time for us – it feels absolutely right to rebrand the company to reflect a fresh approach, in a trend-driven market.
"The word ‘International’ seems unnecessary in today’s global marketplace. Gemma operates more internationally now than ever but then so does Apple."
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.