Chemicals specialist Suttons has updated its brand identity with an evolution of the old gold laurel which has been updated with the chevrons replacing the wreath.
Chief executive John Sutton said: “Suttons recognises that it needs to provide a service which supports the expectations of the industry. Although our strategy, investment plan and people development support this, we felt that the brand identity did not.
“It has been 30 years since we last looked at our brand. Although we are rightly proud of our heritage and are proud to have our name ‘over the door’, we recognised that the brand appeared to be all about tradition and did not speak to the future. So we have updated the brand but kept it a familiar evolution of the old brand.”