Barlow registers with Trademark

Trademark Design’s London office has been appointed to create a global identity for South African-listed industrial conglomerate Barlow.

The South African business, which has interests in Caterpillar dealerships and a number of branded manufacturing businesses, is reported to be considering international expansion plans and possibly a London Stock Exchange listing.

Barlow chief executive Tony Phillips recently said in a South African press interview that the goal of the enterprise is “to operate as a single, global enterprise”.

Trademark is set to design its new group corporate identity using the name Barloworld, and is likely to oversee the architecture of the company’s portfolio of brands.

Trademark marketing director Robert MacGinn confirms: “We have been appointed to manage their exercise, and we are working on the company’s global identity.”

With the new identity, Phillips added, he would be “trying to give this company a signal that we have turned a new page”.

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