Recognition Express has a new look for 2023. Established in 1979, the company introduced Europe to the concept of name badges and has been expanding its range of promotional products and branded clothing ever since.
The iconic Recognition Express logo served the business well for over 40 years, but no longer reflected the dynamic business it continues to be. Unveiled to franchisees at the Recognition Express annual conference in September, the new-look corporate identity launched to the outside world on 1 January 2023.
The new logo retains the blue and orange colours of the original but moves to a more contemporary and vibrant palette. There’s a subtle nod to the lines in the previous logo in the three orange bars that together make up the E of the RE.
Explained Recognition Express managing director Chris Masters: “When we set up the UK franchise for Recognition Express we inherited the name from the American master licence holder. What it meant in the 1970s was ‘quick badges’ but whilst we’re still market leaders for identity products , we’ve come a long way since then. During our rich history we have continued to innovate, moving away from being a single product supplier to becoming the branding consultants we are today.
“We set up a focus group drawn from across our network of Recognition Express business owners to agree the creative brief. We asked local branding agency Creative62 to give us a new corporate identity that would deliver flexibility across all mediums – print, digital and social media.
“We quickly agreed the name Recognition Express should be retained. It is well known in the marketplace, and we believed both elements of the name were still very relevant. Recognition is about recognising prospects, customers and staff by giving them branded merchandise, name badges and uniform, awards and gifts. Whilst we may not be able to offer Amazon type express delivery, we pride ourselves in offering the highest levels of customer service. We can be express in all aspects of our service from express response to enquiries, express delivery of samples and express delivery of product where possible.”
One of the key features the focus group wanted was the ability to take out a symbol to use where the branding area doesn’t do a full logo justice, such as social media. The new RE element of the logo has been designed to stand alone, delivering a bold visual representation of the brand in even the tiniest of spaces.
The strapline was updated too. Continued Chris, “ whilst unique solutions in promoting your image aptly described what we do, partners in promoting your brand provides an updated twist. Using the word ‘partners’ encompasses the relationships we build with our customers and the words ‘promotion and branding exemplify what we do.
“We’ve got an exciting new look to take us into the next phase of our company’s development. Our longevity in the marketplace and ongoing success of our franchisees speaks for itself. The future of Recognition Express is looking as bright as our new identity!”