Carford Group is breathing new life into its corporate identity after examining the way that its brand is perceived in the market by customers.
The Dorset-based catering equipment distributor’s website, sales literature and services vans will soon adorn a striking new logo that is designed to reinvigorate the brand and illustrate the breadth of in-house services that it offers.
Carford’s existing triangular ‘pageturn’ logo will be replaced with a more dynamic graphic that brings it up to date with the range of services it provides.
“It is a revamping and modernisation of the Carford brand,” explains managing director, Nick Oryino. “We are very keen to be seen as a national player and this is something that I think will help to reinforce that.”
Carford’s marketing manager, Paula Gregory, says research showed that not all customers were aware of everything the company did. The new design aims to make its areas of expertise more identifiable.
“We found that a lot of existing customers knew us for one thing, such as catering equipment, and didn’t necessarily know us for service or fabrication or ventilation or light equipment. The idea behind this brand evolution is to bring out a logo that can emphasise all these,” she said.
The new arrow-shaped emblem is comprised of six separately-coloured triangles that each represents a department of the business. The lead triangle has deliberately been kept yellow to reflect Carford’s long association with the colour.
“We carried out competitor logo research and found that in the catering industry a lot of companies tend to use red, blue and silver,” said Gregory. “That is where our yellow has really stuck out. It is one thing the customers know us for, so it was quite important to retain that.”
Additionally, the company has removed the word ‘Carford’ from inside the logo as it previously made resizing difficult, as well as conceived a new strap line.
Oryino says: “One of the things that used to cause confusion with our brand was that our strap line said ‘Caterers Who Care Call Carford’. A lot of people were confused by that. Were we caterers? Did we supply food? We have now changed it to ‘Total Commercial Kitchen Solutions’, which tells you exactly what we do. We’ve also incorporated the words ‘Since 1976’ in the logo. That longevity gives people the comfort that we haven’t been around for two or three years and just opened up a website, which you do see happen these days.”
The new brand design will soon be visible on Carford’s website, which is also being revamped alongside the introduction of its first ever digital catalogue for light equipment products.