A new logo, a clearer story, and a growing ecosystem: The Full Range is stepping into its next chapter as part of Buyers Edge Platform, and this year for the 1st time we’ll be at the Independent Hotel Show alongside Buell and partners.
What’s new?
We’ve refreshed our logo to align with the Buyers Edge Platform’s brand family. It keeps our identity simple, modern, and easy to recognise across every touchpoint, from proposals to event signage, while signalling the strength of the foundations behind us.
What it stands for
Connection & reliability – The central form is a simplified bridge, reflecting how we connect people, systems, suppliers, and insight across foodservice.
Food at the core – The bridge extends into the shape of a fork, a nod to what matters most: what reaches the plate.
Strength & foundational support – Four base pillars represent the stability and support we provide to clients.
Balanced design – The elements come together in a strong, memorable mark that fits the ecosystem’s rounded “orb” container.
Why it matters for operators
A cleaner, more consistent identity isn’t just cosmetic. It makes us easier to find, easier to work with, and clearer about what we do - all while benefiting from the shared standards and scale of Buyers Edge Platform. Same team and service, backed by a larger network.
See us at the Independent Hotel Show
We’re exhibiting at this year’s IHS. You’ll find us along with some partners on the Buell Hospitality stand, including HOP Software, ICRTouch, Maxximise, and MC Squared Print.
Other Buell partners are exhibiting elsewhere at the show (not on the Buell stand). Look out for For-Sight, Gordon Castle Walled Garden, Hero-Apps, Huckleberry, Net Affinity, and SK Chase.
Let’s talk
If you’re heading to IHS, we’d love to meet. Would you like a closer look at the new mark or a brief discussion about how we can support your operation?
👉 Get in touch to book a time at the show.
