Apex is a local, family-owned and -operated business (three generations and counting) that takes great pride in its commitment to sustainable practices and has always had a knack for recycling — though it wasn't called recycling when the company started. In 1948, Samuel Miller — an immigrant from eastern Europe — bought a 1937 Ford truck with an open box on it and started a one-man garbage route in Portland. He took the time to manually sort out items that could be reused or repaired. Today, Samuel’s grandson, Sam, and his own son, Connor, carry on the family tradition that took shape seven decades ago, and recycling is front and center.
Drawn has been managing Apex’s social media since October 2017 and in 2019, we launched a complete rebrand and trimmed down the company’s name to better reflect its values while preserving its established brand equity. Beyond giving the company an updated name, we refreshed Apex's brand standards and designed a new logo, website, apparel, vehicle branding, advertising, along with new branding for carts, bins, and containers.
A family legacy of sustainability.
Samuel’s son, Arnie, took over the family business in 1955 and moved to Eugene in 1979. There, he purchased Apex Disposal Service and, over the course of 20 years, built it into Lane Apex Disposal Service. Arnie passed it on to his son and Apex’s current owner, Sam in 1997, and Sam’s own son, Connor, is planning to expand his role at Apex after graduating from college.
The name of the game.
It was important for us to add "recycling" to the company’s updated name, as it reflects not only the company's legacy, but also its vision for a sustainable future. "Apex" is short and sweet, with a nod to the company's continual quest to provide top-tier service.
Shining some light on an iconic brandmark.
Apex’s new logo is built from elements that speak to the brand’s history, as well as its future. Their iconic cart (which had accumulated a fair bit of brand equity) is now topped by a compass needle that points forward, toward a sustainable future. The result is simple and appealing with an underlying complexity and symbolism.