SAS Creative rebrands Procter & Gamble research centre

SAS Creative has developed a new name and identity for Procter & Gamble’s research and development centre in Egham, Surrey, which employs 800 staff.

Formally known as the Russian Park Technical Centre, it will now be called the London Innovation Centre.

SAS Creative won a three-way creative pitch in July last year and was briefed ‘to create a new identity that the employees could get behind’, according to Carol Lavender, head of client development at SAS Creative.

The name London Innovation Centre has been chosen due to the site’s proximity to London and as a reflection of the city’s dynamism and diversity.

The identity is being rolled out across signage and communications ‘over the coming months’ according to Lavender, who says the gradual roll out strategy is being adopted as ‘companies don’t want to be seen to be spending money in the current climate’.

Touch points will include signage, stationery, a newsletter and website. Signage for a staff canteen, The Street, will be unveiled next week.

The Procter & Gamble identity was commended as being the best identity SAS has created this year in the 2008 SAS Creative Awards, announced this week.