UK speciality chemicals and ingredients distributor Blagden unveiled its new logo at the SCS Formulate trade show in Coventry.
The company says the logo, developed by design and brand agency En Route Creative, is sharper and more modern while still distinctly recognisable as Blagden.
“This was a good time for a brand refresh. We are emerging stronger and more focused after what has been a challenging period for the entire industry,” said chief operating officer Giles Turton.
“We are broadening our end markets and introducing new products and suppliers to achieve our growth ambitions,” he added.
For the first time in recent history, an icon has been introduced to the Blagden logo.
The company says it consists of the Blagden initial enclosed within a circle, which brings with it a sense of continuity.
Over time, it adds, it is expected that this icon will become as closely associated with the company as the name itself.
“The new branding and dramatic stand design for SCS are a very visible manifestation of a broader programme of development under way within the company,” said Turton.
“We are consolidating our position as a family enterprise and pursuing long-term objectives through investment in our digital infrastructure as well as in people. This includes increasing our technical expertise to support new partnerships with world-leading suppliers and to enhance both customer and supplier relationships.”