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LONDON - Virgin is making the first significant alterations to its branding in 21 years with a refresh of its umbrella logo.
The changes, which are being overseen by group brand marketing director Ashley Stockwell, are part of an effort to bring more cohesion to Virgin group's marketing, which comprises more than 200 businesses.
The Virgin logo, which has changed little since the launch of airline Virgin Atlantic in 1985, will now feature a new script.
Designed by Start Creative, the logo will be rolled out steadily across the Virgin Mobile, Virgin Atlantic, Virgin Trains and Virgin Megastores brands, as well as affiliates such as Virgin Holidays and Virgin Wines.
Virgin claims the changes are being made because of the different ways in which the company now markets itself and communicates its breath of products. It added that its logo was not always clearly legible when used online, having originally been intended for use on a far bigger scale on the tailfins of Virgin Atlantic aircraft.
Steve Ridgeway, Virgin Atlantic's managing director, and James Kydd, brand director at Virgin Mobile, have been closely involved in the project.
The group has expanded into lifestyle products in recent years with Virgin Cosmetics and virgin Active.
Virgin Mobile was brought this month by NTL - Telewest, creating the first UK firm to provide a four-way offer of cable TV, internet access, fixed - line telephony and mobile phone services. The group will be branded under the Virgin name.
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