Asset finance firm Johnson Reed, which is active in the catering equipment industry, has initiated a rebrand.
The company feels its new branding demonstrates its “human, common sense approach to lending”, adding: “Our refreshed brand logo symbolises the support provided across this journey through the curving ‘JR’ graphic.”
New vibrant product brand names and icons have been developed for Johnson Reed’s core services including: Lease it (equipment leasing), Flexi loans (business loans), Simply assets (asset finance), Quirky Kit (non-traditional assets) and Raving Fans (suppliers and introducers).
The company believes the new product brands “bring to life the added value in the different solutions on offer”.
MD Mark Johnson commented: “We want our clients to takeaway that we’re not like banks and many finance providers. We don’t enter your details into a predefined system for an automated response on whether you tick all the correct boxes. We will never simply say the computer says ‘no’. Our approach is common sense decision-making, person-to-person, business-to-business and our brand had to demonstrate that.”
Accordingly Johnson Reed has updated its website design, which it believes demonstrates how it provides business finance services on offer to customers including a 96% approval rate, 2-hour response time and £150m raised to date.