BLA repositions itself with sharp new identity

Contract publishing company BLA has renamed itself Citrus, claiming to be the first of a new generation of customer publishing agencies.

The group publishes magazines for several blue chip companies including Ford, English Heritage, Royal & Sun Alliance, NatWest, The Jigsaw Consortium (Cadbury Schweppes, Unilever, Kimberly-Clark) and Nationwide.

Following a series of focus groups, the identity was created in-house using a name developed by Corporate Edge. The Citrus logo is formed using a C as negative space enclosed by a circle of orange and lime green. The C pushes the boundaries of the circle, reflecting the company’s business philosophy. A typeface has been developed to communicate individuality and personality.

Managing director Simon Chappell describes the identity as “distinctive and memorable. Rather than approach our customer magazines with traditional thinking, we will work with our clients to adopt a more creative approach, focused on how we can continually improve results.”

He believes Citrus’ approach will offer publishing solutions in line with what clients are specifically looking for.

“Our agency structure will put us at the forefront of developing mechanisms for targeting customer needs via magazines. We will also support our clients as they continue to develop more sophisticated methods for managing customer relationships,” says Chappell.