Why

What?

Lavendon Group PLC has a new corporate identity. Spread over 8 different countries we have 13 different companies united by one common vision.

Lavendon Group PLC is a straightforward, professional access rental company. Our new brand is a natural outcome of the way Lavendon has evolved in recent years. Made up of several companies, each with its own role and personality, we want to retain those differences, while making it easier to share knowledge and resources across the Group. In the end, that works better for all the businesses involved. Our Group is founded on common values that are relevant wherever we’re working. We believe in being reliable, responsive, punctual, proactive, friendly and consistent. Above all, we believe in getting the job done. That’s the central idea that our brand communicates, in any language.

Why?

One single, clear corporate identity will remove the confusion of a mass of corporate logos. In creating a new single identity, we can make a clean break from the past but continue to promote common values and objectives. We can easily accommodate all future acquisitions and continue to build on the strongest brands we have today.

With this unified look we are now able to implement a common theme to our structure. We can now share our forward thinking marketing concepts and materials, and of course the end result will be of the highest standard and more cost efficient.

By clarifying our Group structure and brand image, we want to underline our commitment to all our customers to get the job done. Wherever people see the new Lavendon ‘tick’, it can be taken as a seal of approval and a confident guarantee of quality. If we were to promote a common motto or term throughout the Lavendon family it would be ‘you don’t need to worry, because we care.’

How?

When implementing such a change of identity, it is important to retain strong brand names where they exist, particularly in the UK, Middle East and Germany, as well as developing the Lavendon name where they don’t.

Lavendon Group now works across three different levels. Lavendon Group PLC is the corporate side of the business and the more familiar to our shareholders. Secondly, in the UK, Lavendon Access Services deals with shared services such as training and sales from our new headquarters based in Lutterworth. (In other countries, Lavendon Access Services denotes membership of a wider group and is referred to in corporate activities.)

Lavendon Access Services also acts as the umbrella brand for our third tier, the family of individual Lavendon companies where identity will be implemented through colour palette and strap lines.

(The full completion of this brand positioning programme in mid 2009 will be slightly preceded by seeing the new Panther being the first to launch their new Lavendon identity in the UK early this year.)