Managing Director Richard Leach, who led the rebrand project team, shares his thoughts on its significance to the company, our customers and stakeholders.
The new diagonal mark, along with the grey and teal colourways are the most visible parts of the rebrand, but behind the scenes, the development of the company’s core values and the fading away of the word Colour are perhaps more significant.
The previous Leach Colour brand served us well for more than 15 years, but the word Colour always gave the impression of a pure print and imaging company. Over the last five years of growth, our non-print activities including 3D design, fabrication of graphic display structures, lightbox manufacture and installation have developed so far and so fast, that a brand positioning as a pure printer is now much too narrow.
So a return to the single word Leach does not pigeon-hole the company as a printer. At the same time, it respects our 124-year heritage, for the majority of which the company’s trading style has been pure and simple ‘Leach’.
During the recent research project which laid the foundations for the new brand, our customers and staff almost universally recognised our long established core values of quality, reliability, expertise and responsiveness. However, the development of our creative and innovation teams was less widely acknowledged by interviewees, as were our efforts to work in closer partnerships with our major customers.
“The new brand endeavours to rectify this impression of the company, balancing our traditional cornerstone values with our development values of imagination and collaboration.”
We very much hope that the new brand and the new website content will reinforce the view among our customers that Leach is a forward-looking and accomplished provider of graphic displays and supporting structures, and is helping some of the world’s top brands to create impactful and inspiring environments.
If you have any feedback about our new brand, we’d love to hear from you at: firstname.lastname@example.org