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Grass Roots rolls out new brand treatment

Friday August 15, 2014 at 3:24pm
Grass Roots, the world’s leading provider of employee and customer engagement solutions, has recently rolled out a ‘brand refresh’ to all company materials and collateral. The new look retains the existing Grass Roots logo and company fonts, but takes inspiration from the ‘thought bubble’ icon. Clusters of brightly coloured bubbles have burst from the logo, painted in a rejuvenated palette, and are applied to everything. The changed is intended to signal a return to the company’s simple values – Honesty, Creativity, Teamwork, Expertise and Improvement - and to focus more on people and personality. The bold overlapping circles unite The Grass Roots Group companies under one uniform yet flexible and innovative brand and further communicate the company’s strengths in offering integrated solutions around the world. John Bunting, chief commercial officer for the Grass Roots Group, says: “Something our clients tell us repeatedly is that our people are our best asset – that they are fun, youthful, clever and dynamic – so we wanted to do something that reflected these traits with our branding.” New brand guidelines also concentrate on a more informal tone of voice and a commitment to inject more personality and energy into all company interactions. A relaxed handwritten font has been introduced and illustrative imagery is also applied. New business cards featuring the high impact bubbles can be personalised to include favourite photos of the cardholder or of what inspires them on the back. Employees are encouraged to ‘bring their personality to work’ when creating their bespoke cards. A new global website has already gone live and clearly represents the four specialist Grass Roots divisions around the world. Specific office and country versions in local language are to be launched in the coming weeks. Particular attention has been given to making the site image-led, raising the profile of some of the excellent client case studies that the company can be proud of, and giving insight into some of the people that work in the company. ‘Media’ pages are updated several times a week with company announcements, press releases and selected media coverage, keeping content interesting and timely. All new brand treatment design, production and application has been undertaken in-house. The Grass Roots Group is the world’s leading provider of employee and customer engagement solutions. Founded in the UK in 1980, it operates in 15 countries throughout the world. It has over 14,000 clients. Its financial results for 2013 showed an operating profit, before exceptional costs, of £2.6m.
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