Sandom cooks up an identity for Centura

Brand identity specialist The Sandom Partnership has created the name and corporate identity for a new food manufacturer called Centura Foods.

Centura was formed on 1 May and is a merger of three of Rank, Hovis and MacDougall’s 25 companies: Bisto Foods, James Robertson and JA Sharwoods.

According to Sandom account director Mary Say, it was important to ensure “a link between the corporate brand and the portfolio it represents”.

Say adds: “By creating an integral strapline ‘Famous for our Foods’ we have ensured that the focus remains on the consumer brands, while providing a strong platform for corporate purposes.”

The red and green used in the new logo have been taken from a number of leading RHM brands which use the colours prominently in their packaging.