News Published on 25 Jun, 2009
Leatherhead announces corporate rebranding initiative
Filed by Geoff Platt
Leatherhead Food International, a food and drink research and advisory company, has unveiled its new branding and visual identity. The company has changed its name to Leatherhead Food Research in a move that signifies the company’s renewed focus on applied research and the provision of knowledge for the food sector.
The announcement comes at a time of growth and change for the company and, as company CEO Dr Paul Berryman explained, the changes are not just cosmetic. “Leatherhead has a longstanding reputation in the delivery of regulatory, technical and market information services to the food industry, but we knew we couldn’t rest on our laurels. Following a detailed survey in 2008, we listened to our members and started a programme of investment to strengthen our core capabilities.
“With over 1,000 food industry members, we have a key role in helping the food industry respond to the changing marketplace, ensuring that foods are safe, healthy, legal and appealing. The rebranding effort, from the company name to the new-look logo and website, will help us to convey our vision to our clients, particularly our members.”
Referring to the new logo, Dr Berryman said: “We believe that we’ve created a look and feel that more accurately reflects our service offering. The logo represents epistemology (the theory of knowledge), which underpins everything we do at Leatherhead. The two interlocking rings represent the overlap of truths and beliefs to form knowledge – the centre circle. We get to the truth via our research capabilities and then our independent experts add their beliefs and opinions. We don’t just dig out the facts – we interpret them to give our clients robust solutions.”
The outer curves represent the continuing research performed at Leatherhead and the development of its core of knowledge within the food industry. The ‘icon’ hints of the scientific and global aspects of food research, and the swooping curves reflect the dynamic and innovative nature of the company.
Source: Leatherhead Food Research