MAULDIN, S.C. -- Equipment supplier BKI's efforts earlier this year to reshape its corporate image have helped push sales in international markets beyond the company's expectations, said BKI officials here.
reparation for expanding globally, the company had changed its name last spring from Barbecue King Co. to BKI and unveiled a new logo that displays the BKI name in white against a black background. A graphic arc of red in the logo brings to mind a flame. And the logo includes half-spherical lines that suggest longitude and latitude markings.
The new name and logo have two aims, said Randy Karns, vice president and general manager. The new name does not limit the company's identity to that of a manufacturer of barbecue equipment, and the logo with its graphics is designed to emphasize the company's global reach.