Granada Media takes off with a Partners identity

The Partners has created a new identity for Granada Media, following its flotation in July as a dedicated media group.

The London consultancy was appointed last month after a three-way pitch against Interbrand Newell and Sorrell and Thumb Design.

“The new identity is a strong signal to the City and everyone else that Granada has demerged its media interests,” says independent branding consultant Ian St John, who managed the pitch. “The company was previously a peculiar mix of hotels, catering and media, but as Granada Media now stands alone, the time is ripe for a new brand identity,” he adds.

The identity work is on-going and includes brand architecture development and the design of an on-line catalogue showcasing Granada’s output, as well as the usual applications. “The next step is to try and understand the structure and brand hierarchy within the Group,” adds St John.

Sam Fedfern, The Partners design director, says: “The new logo needed to support Granada’s brand rather than compete with it. The clean, simple design marries the confidence of a serious plc with a more consumer-oriented brand identity.”

Granada owns Yorkshire, LWT, Tyne Tees and Granada franchises and produces programmes for ITV, including soaps Coronation Street and Emmerdale and twenty-something drama Cold Feet. It is awaiting shareholder approval of a proposed acquisition of most of United News and Media’s television assets for £1.75bn. This would include the Meridian, Anglia and HTV franchises.

The Partners was acquired by US advertising group Young and Rubicam, itself owned by WPP Group, last month in a deal thought to be worth as much as £15m. It joins Landor Associates in Young and Rubicam’s Diversified Communications Group (DW 7 July).

Granada Media recently launched on the Stock Exchange as a 100 per cent media-focused company when it was floated off from the Granada Leisure Group.