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APS Has A New Logo And Look

APS Has a New Logo and Look

APS has revamped its style with a whole new logo and look. Read on to learn about this historic moment for the company as it rebrands.

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APS Has A New Logo And Look

In 1996, APS started as a payroll check printing company, dedicated to creating the best possible experience for our clients. A little over two decades later, we offer much more than payroll and tax compliance services, but the focus on our customers’ experience has never wavered.

APS has provided exceptional workforce management technology and services to our customers for 22 years, and today we are unveiling visual proof of that dedication. We want our brand to make our customers proud to partner with us, as well as make a statement in the HCM realm.

We surveyed our customers and employees to get their opinions on what the new brand should look like. It was only natural to involve the people who make up the heart of APS in the decision-making process. Click the video below to see our new logo:

Why Now?

Technology has evolved tremendously in the last five years - especially in the HR technology space. HR also appreciates and utilizes technology now more than ever before. As an HCM software developer, we are committed to evolving that technology in our own way to help customers be more successful and competitive in their respective spaces. We felt our brand should accurately reflect those values and with the industry evolving so rapidly, we believe now is the best time to rebrand.

“There’s a purity to that color [silver] that we don’t talk about. We have good intent … there’s some integrity behind what we do as a company. And it’s something that we also have to preserve as we grow and get bigger.

- Christian Valiulis, CRO, APS

The Colors

Our new color palette is made up of blues, silvers, and teals - much like the colors of the sea. And like the sea, our industry is far-reaching and limitless. Our technology is one system, constantly shifting with the changes in technology and creating tidal waves by being at the forefront of the development of HCM technology.

Yet, in such a tumultuous industry, APS is a calming presence for our customers. They know APS will be there to support them should they have any questions. Our customers can also trust that we will develop the best possible HCM technology to help them weather the HR storm.

APS New Colors

The New Palette

The Icon

Our new icon has a very special meaning for APS. It represents our past, present, and future, in addition to our constant focus on improving the lives of our clients. Here’s the story that our new icon tells:

“We represent technology, we represent our customers. That’s what our icon does.” - Tiffany Seaton, Marketing Manager, APS


“We’re really making sure the decisions we’re making and the software that we’re writing all have the same endgame in mind, and that’s the focus on the customer.
- Aaron Johnson, President & CEO, APS

Our Mission

Even though APS’s brand, tagline, and logo have changed to better represent what the company is today, our mission statement remains the same:

To provide exceptional workforce technology and services that simplify the lives of our clients’ employees, managers, and administrators.

What This Means for Our Customers

Although our brand has changed, our commitment to our customers has not. We continue to develop our technology in-house, with an interface that optimizes usability, efficiency, and adoption. Over time, we want our new logo to convey this message to prospects and customers alike.

APS grows as our customers grow because we can help them become more competitive in their industries. Our business model differentiates us from other companies in the evolving technology industry, through our commitment to our customers.


APS is committed to HCM technology and we want the industry to hear it. We are now in an age where there are multiple HR technology companies in the marketplace and it can be confusing to choose the right technology. Rebranding aligns with the impact we want to make in the HR technology industry; building, enhancing, and innovating.

APS President Aaron Johnson feels the new logo truly represents the trajectory of the company. “We ended up with a logo which includes an icon representative of who we are, where we’ve been, and where we’re going. ”

Our Vision for the Future

Our vision for the future is a simple concept, but one that requires focus and dedication: to help our customers grow and succeed. Our new brand is a promise to not only provide our customers the best solution but a partner in strategic growth.

“As long as we focus on that customer and that spearhead points us in the right direction, it’s going to force us upwards, to where we want to go,” said Johnson. “That’s the opportunity. It’s massive, it’s limitless…but that’s the limit, the sky’s the limit.”

We are APS, your workforce partner.

About APS

APS brings innovation and scalability to modern human capital management. We believe that our clients, their employees, and our partners deserve the best, easy-to-use human capital management platform delivered with personalized service and support. We build our unified technology from the ground up, focusing on usability, efficiency, and adoption. APS understands the challenges organizations of all sizes face, which is why we craft a full spectrum of cloud solutions that address all aspects of employee management.

For more information, please visit or call 855-945-7921.

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