In the first of several company-wide developments, the road technology and signage company Rennicks has undergone a complete rebrand, implementing a new visual identity that it says “better reflects the company’s leading status within their sector and wealth of experience and expertise, as well as their passion for community and environment”.
It says, inspired by Rennicks’ purpose ‘to keep all road users safe, secure and informed’, the branding also needed to better communicate the company’s full product offering and geographical reach. Traditionally, Rennicks’ client base was predominantly UK-centred but the company now has a significant presence internationally, serving markets in the USA, South Africa and Brazil to name a few. Although the existing online presence had served the core UK market very well, it underrepresented the company’s capacity both in geographical and product terms.
Rennicks has adopted a strategic approach to their new identity, working with Dublin-based branding agency The Pudding. A series of intensive workshops enabled them to dig deeper on their key values, purpose, people and culture, enabling a fresh perspective and positioning to emerge.
Rennicks’ Managing Director Barry Marron explains: “The rebrand has allowed us to express our core values, which weren’t immediately apparent previously. This new visual identity aligns with the development and execution of our long-term plan for the future, alongside the continued delivery of class-leading services and solutions to our existing customers.”
The result of the rebranding process is a bold new brandmark – an open letterform R. The accompanying typeface and colour suite of green and blue have been inspired by Rennicks’ heritage within the Highways sector, complemented by a subtle change in tone of voice which captures the expertise, passion and approachability of the team.
“While our old identity was very product focussed, with our new brand we are reflecting our people, our service and the value we create in a more engaging way. Reinforcing our goal to be more than a provider, but a real partner, acting as an extension of our customers’ teams. Relationships are so important in our business but backing them up with the highest levels of quality and service, in our view, is the route to success.
“We have great people at Rennicks, and the rebrand has been a wonderful opportunity to energise and engage the whole team. Having joined the business in 2021, I am constantly amazed at the depth of knowledge, experience and breadth of connections we have. I look forward to expanding our presence further throughout all the markets we serve in 2023 and beyond, represented by a visual identity that now fully reflects our values and capabilities.”
(Picture – Rennicks)
