Stockport-based catering finance company, Johnson Reed, has unveiled modernised branding which it believes reflects its unique approach and progressive outlook on the market.
Since 2005 the firm has specialised in catering equipment leasing and unsecured loans, which it believes it delivers with a common sense approach.
The trademark ‘Quirky Kit Finance’ refers to its aim to source finance for equipment that is mission-critical to a business, rather than holding an attractive residual value.
The angled tower logo, originally designed with the inception of the company, represents a twist on a traditional corporate bank to reflect what Johnson Reed says is its open-minded approach to the ‘quirkier’ assets traditional lenders usually neglect.
Johnson Reed’s cleaner, modernised image was designed by graphic designer, Dan Cahill. Johnson Reed’s towers remain a fundamental part of the logo, accompanied by an orange hue to differentiate the company from competitors.
Johnson Reed MD, Mark Johnson, commented: “It was important for Johnson Reed to retain its established identity, but adopt a more modern look in line with our forward-thinking approach. We’re proud to stand out from competitors and traditional lenders with our bright and bold new image.”