SerCom in Identity Business

Global IT and telecommunications supply chain management company Printech International Group has undergone a complete overhaul of its branding and identity. The project has been undertaken by Dublin group The Identity Business.

Renamed SerCom Solutions, the Irish-based company is part of the DCC Group and includes Lotus, IBM and Canon among its client portfolio.

SerCom Solutions joint managing director Ultan Reilly says the identity creates clarity about the organisation’s differing services.

“We found that our former name Printech International presented a rather narrow description of our activities and skills. We needed to present a clearer message. The name SerCom Solutions will communicate our message more effectively,” he says.

The Identity Business senior designer and project leader Fiona Duffy says the cheetah is “synonymous with the company. It symbolises dynamism with energy and speed. The orange colouring is vibrant and creates recognition, but can be toned down using black and white.”

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