Granada Road Services is planning to review its big red G identity as part of an on-going £250m repositioning programming for its service stations.
A new strapline “Supporting you every mile of the way” is being introduced at its 47 nationwide motorway service areas, as part of a move towards an identity change. The name Granada will stay, says the company’s brand development director Paul Kelly. “The name is not under consideration at this stage,” he says. “It has enormous equity.”
The existing logo was the work of Pentagram partner John McConnell in 1996, and was later tweaked by Wolff Olins.
Granada has not started thinking about identity consultancies for the project, but plans to implement the change in the next two years, says Kelly.
The announcement comes as Granada’s latest branded roadside service offer is officially launched. Workspace was unveiled at Heston Service Area, west London, last week. Designed by BDG McColl, it is aimed at the estimated 1.6m business people on the road and comprises hot desks, Internet access, secretarial support, meeting rooms, a lounge area, changing rooms with showers and a food offer. With soft finishes and a bright colour palette, it is meant to be women-friendly.
The next Workspace is due to open at Leigh Delaware service area, with ten more sites planned by the summer.