Jarvis White unifies identity

Jarvis White has designed a new corporate identity for multi-million pound company Glynwed International, which owns the Aga, Rayburn and Flavel Leisure brands.

The identity change is the first for 15 years in the 57-year history of Glynwed.

Last year the group, which owns some 90 companies and has engineering, metals, plastics, consumer, and construction divisions, posted a turnover of 1252m.

Jarvis White’s brief included “providing a corporate identity framework in which the strong brands have the freedom to clearly emerge within an identified Glynwed family standard”, says the consultancy’s account director Jo Tooze.

“The client was uncomfortable about the look of the existing identity and the inconsistent use of the Glynwed International plc name and symbol – it did not know how best to change and was also unsure of the equity in the GI symbol,” says Tooze.

The consultancy’s solution included removing “international” from the logo, and removing the existing “GI symbol to concentrate on the Glynwed name and minimise confusion”, says Tooze.

Black has been added to the existing red colour palette. “The red has been retained and enhanced for a more assertive colour and to keep the consistency, and we’ve added black for visual strength,” adds Tooze.

The identity was launched internally at the end of May and roll-out on all applications begins this week. The consultancy won the job after a two-way proposals pitch against an unnamed group.

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