Print company Wace UK has been renamed Bezier following a 53m management buyout. The identity was created by Quadraphic Design in Surrey.
The new name stands for the bezier curve, formed by calculating the smoothest path between a set of points. It aims to symbolise Bezier’s efforts to get customers what they want – in the knowledge that nothing is ever straightforward, says a Bezier spokesman.
Five divisions are colour-coded with the group company in grey.
The imaging business of the publicly-quoted Wace Group, of which Wace UK was a subsidiary, was last month rebranded as Seven Worldwide by Enterprise IG, formerly Sampson Tyrrell Enterprise (DW 24 April).