Circle has overhauled the brand and corporate communications strategy for Principle, the signage to security systems company owned by Modulex, as the group attempts to reinforce its position as a global force.
Principle embraces a broad range of services to meet signage, architectural and security needs offered by a family of businesses that have traditionally operated individual communication programmes.
Circle has unified the Principle offering by introducing a standard brand book together with an overarching visual identity for vehicles, stationery, digital communications and marketing material. The group has also introduced a giraffe to act as a brand icon.
Previously, the five individual businesses each used a different corporate palette that did not express the group as a growing global concern, says Circle brand director Charles Longbottom.
The group was recommended to Principle on the strength of previous work.