The process of developing, implementing and communicating the new Charles Kendall identity has been led and managed by Altitude, our live event communication business, which is now also providing central marketing services for the whole group.

John Saunders, Managing Director of Altitude and our Group Marketing Director, said: ‘Altitude has a fantastic reputation in creating, managing and marketing international events. And that involves fully integrated communication strategies that we can apply to many sectors beyond events and exhibitions. In this case, the team has risen to the task of managing a complex global rebranding – and we’re thrilled with the results.’

The new identity marks a step change for the Charles Kendall brand. ‘We’ve transformed the look and feel of the group,’ said Saunders. ‘The previous identity was around 20 years old, and out of step with the innovative, creative nature of the group. The new identity is much cleaner, more contemporary and more human, which reflects the spirit of the group much more closely.’

The new symbol recreates the lion as a vibrant graphic symbol, incorporating the initials CK. ‘It’s a creative device that brings wit and energy to the logo, capturing the ingenuity and creativity so central to our brand,’ said Saunders.