Bamber Forsyth goes to source

Yorkshire Water is relaunching itself this week with the new name Kelda Group.

The name and visual identity, chosen to distinguish core utility brand Yorkshire Water Services from the rest of the group’s activities, was developed by Bamber Forsyth.

“The group aims to build on its involvement and interests in environmental services, new sources of energy production and land development, in addition to its water businesses,” says Bamber Forsyth principal Clare Fuller.

The Scandanavian word Kelda means source or stream. A Kelda Group spokesman says: “Our new name and identity reflects the changing dynamics and themes driving the group.”