Merchants storms into next millennium

The Merchants Group, a leading European call centre and customer management organisation, has unveiled a new corporate identity to “take the company into the next millennium”.

The Milton Keynes company’s rebranding project was undertaken by Wiltshire design group Storm. The group was briefed to create an image that reflects Merchant’s new direction as changes occur in the industry.

“Merchants needed a new corporate identity that demonstrated our new direction and captured our energy and spirit,” according to Merchants marketing director Sarah Mackie.

Also designed to reflect the house style of Dimension Data Holdings, Merchants’ parent company, Mackie believes the new identity “clearly demonstrates the group brand’s strength,” and provides “a look that will take us well into the next millennium”.

Storm creative director Alex Bane, who led the redesign with fellow creative director Spencer Buck, says the new duotone identity took its lead from the original DDH logo which Storm also gave a more embossed look.

“We used Pantone green C, black and silver, to create fluidity and a look of energy which reflects Merchants as a technologically advanced and innovative business,” explains Bane.

The new logotype will adorn all the Merchants literature, including a 22-page newsletter, company brochures, as well as Web pages which are being co-designed with Powernet.