The story behind the branding
Recently the company adopted its 5th brand identity in 30 years, using a new slogan Creating Winners Since 1970 and the use of a cartoon dog as an icon.
The whole brand identity was developed by Seven Visual Communications, a specialist in communication design and corporate identities.
It was the first and only concept they showed us - and we loved it on the spot.
So why the dog? It's a flexible, friendly icon that adds modernity and a touch of humour to the brand. Doggy values include loyalty, warmth, obedience and being a mans best friend. And, of course, you can always come up with the line about teaching old dogs new tricks.
There's no scientific rationale for this: we just like it!
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