Deluxe Small Business Sales, Inc.’s $43 Million Acquisition of LogoMix, Inc.

Choate represented LogoMix, Inc. on the deal

Deluxe Corporation (NYSE: DLX) announced that it recently acquired 100 percent of privately held LogoMix, a Boston-based provider of logo design and other small business branding and marketing services.

Founded in 2006, LogoMix enables businesses and individuals to create and purchase custom marketing products for use online and offline. On, users can create a custom logo in minutes and, in one click, print their logo on business cards, signs, pens and other offline marketing products. LogoMix’s other marketing services include websites, business email, domains and Google Apps for Work.

The LogoMix acquisition strengthens Deluxe’s fast-growing suite of innovative small business marketing services. Those solutions include website development and hosting, email marketing, social media, search engine optimization and logo design, in addition to the company’s industry-leading checks and forms offerings. The move also improves Deluxe’s reach, as more than 60 percent of LogoMix’s customers are outside of the U.S.

Deluxe acquired LogoMix for $43 million in an all cash transaction. LogoMix founder Craig Bloem, will remain with Deluxe, taking a position as vice president in the small business services unit, reporting to McRoberts.

Deluxe will integrate LogoMix’s proprietary AI (Artificial Intellegence) capabilities across its business. These capabilities will give Deluxe the ability to better cross-sell Deluxe products to its customers. LogoMix currently sells more than 60 percent of its customers more than a single product.

LogoMix serves more than 900,000 customers in more than 120 countries. In addition to, LogoMix also operates and Deluxe will maintain the LogoMix name as it transitions its talent and tools into the Deluxe small business portfolio.

Choate advised with a team including Brian P. Lenihan (Picture), Timothy J. Becker, Wells W. Miller, Anthony Cahill and Alex Bossone.

Involved fees earner: Brian Lenihan – Choate; Anthony Cahill – Choate; Alex Bossone – Choate; Timothy Becker – Choate; Wells Miller – Choate;

Law Firms: Choate;

Clients: LogoMix, Inc.;


Author: Ambrogio Visconti