Quark goes for a friendly rebrand

Publishing software giant Quark will next week unveil a global corporate rebrand in a bid to revitalise the company.

The brand language and identity are created by US group Sicolamartin and include photography of Quark staff and scenes where the company’s products are used.

The primary marque is a stylised ‘Q’ and will introduce a green colour palette to Quark’s identity, intended to present a more friendly appearance.

The rebrand is the first in 15 years and follows an internal programme of cultural change, says Gavin Drake, marketing manager, Europe. ‘We needed to send a strong signal to the market that Quark has changed. There are huge discrepancies between the perception of us – as not innovative and arrogant – and how we want to be seen.’

In desktop publishing Quark has faced stiff competition from Adobe Systems’ InDesign, which Drake says has ‘helped wake Quark up as a company’.