Circle identifies Principle revamp

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.