Aitken Spence goes for new brand identity

Aitken Spence has come up with a new brand identity which is forward looking, progressive and central.

The main purpose of this branding exercise is to project a consistent and coherent image to all our stakeholders, said a spokesman for the company.

The basic element of Aitken Spence's visual identity system is a contemporarised rendition of the components of the original signatures of the founders of the company.

The diamond logo that is used is a contemporarised rendition of the former "diamond" logo. This represents Aitken Spence's centrality within the service industry.

All companies operating within the Aitken Spence Group will use the branding elements in a consistent manner. This will therefore communicate that the entire group is focused on offering a single proposition, which is supported by our business capabilities of delivering the best service to our customers.

Aitken Spence, a company which is 138 years in business is considered to be one of the premier blue chip companies in Sri Lanka.

The company operates in various important service sectors in the economy and it is expected to expand further into relevant sectors in the service industry in the future.

The strengths of the company are its solid corporate reputation, financial stability, the wealth of experience, professional management, its strong business portfolio and the talented people, he said. The brand personality for Aitken Spence can be described as being reliable, dependable, honest, friendly, genuine and inspiring confidence.

Its brand promise is to provide exceptional customer service (in which ever industry it operates within) by going that extra mile and a half.

The new brand identity captures these aspects of the company, thereby making the new identity a vibrant living brand.

It is in no way a superficial logo change, therefore initiatives are under way throughout the group to ensure that employees continue to live the brand promise, the spokesman said.