Global publishing and exhibition group Miller Freeman is to introduce a new corporate identity designed by Enterprise IG.
Launched to UK staff this week, the identity introduces a Freeman the Fox character in new core corporate colours of green, orange and white.
According to Miller Freeman chief executive officer Tony Tillin, it is intended to portray the company as “ingenious, surprising and determined, always one step ahead of the competition and fun to work for”.
Enterprise IG also considered dragon and hare symbols but chose the fox because it summed up the ingenuity which was central to the brief, says account director Philip Hodson. It replaces a straightforward typographical identity and gives the Miller Freeman name more prominence over its parent group United News and Media.
“What’s interesting about the identity is that it isn’t the kind of identity people look at and don’t comment on. It’s meant to be provocative and not just a standard tweak,” he says.
The identity will be introduced across the group in January.