New look for Clipper
YORKSHIRE-BASED logistics firm Clipper Group has unveiled a new image as it aims to improve brand awareness and its market position.
The Brighouse business – which has a fleet of 600 trucks and stores, sorts and delivers goods for customers including Asda, Arcadia and Morrisons – said it had made the decision to rebrand following seven months of research to improve its customer focus.
Earlier this year Clipper Logistics Group appointed Leeds-based strategic brand and communications consultancy Propaganda to conduct an audit of the organisation and create a new corporate visual identity for the company.
The group said the new brand “embodies everything the company stands for, gives clear direction for the future of the business and will support improved customer acquisition, retention and cross sell”.
Steve Parkin, founder and chairman of Clipper, said: “The rebrand is much more than just a visual identity and a logo, it’s about how our people represent and deliver our brand through their actions.
“As an organisation we are big enough to deliver but small enough to care, and we have the size and ability of a large organisation matched with the agility of a smaller one. The rebrand demonstrates our commitment to continually developing and improving our business and the service we offer to our customers. “
To support the rebrand the group is embarking on an extensive marketing campaign to build brand awareness and enhance and protect brand equity.
The campaign includes brand collateral, advertising, and a new website.
Mr Parkin added: “The rebrand marks a significant milestone in our business journey. We are consistently and robustly profitable and have ambitious growth plans to continue on this trajectory.
“We are therefore making a significant investment in the future development of our business.
“From now on its one brand, one business, and our brand will act as a guiding light to ensure that, as we grow, we retain all of the qualities that our customers tell us make us so different from the competition.”
Clipper Logistics Group has a turnover of £200m, 22 sites, 2,500 staff and 600 vehicles.
