Paper supplier uses ad agency to roll out redesign

Paper and graphics supplier Robert Horne Group will tomorrow launch a revamped identity designed by McCann Central, part of ad agency McCann Erickson.

The job, worth a five-figure fee to the agency, involved redesigning the company’s logo and strapline and incorporating it into the identities of the group’s six operating companies.

Robert Horne Group marketing manager Bob Latham says the revamp was prompted by the group’s restructuring, which involved reducing its 11 operating companies to six and an awareness that the old logo had become dated.

Latham says the company appointed McCann Erickson to the job because of the strength of the existing relationship. The company did not consider using a design consultancy.

‘We believe we can get the best design solution from a clear understanding of strategy and the [company] best placed to understand it was [McCann Erickson],’ he says.

McCann Erickson senior art director Shaun Loynds says the agency took an evolutionary approach to the work and created a graphic icon that is ‘very simple’ and could be used through different mediums.

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