Benross Golf used Munich’s Golf Europe trade show as the first public showcase of its new corporate identity. The new brand trademark will be implemented across the business with immediate effect and will appear across all new product introductions and marketing communication for 2007.
The original Benross trade mark has remained unchanged since the foundation of the company in 1997. After 9 years of consistent sales growth the brand has matured significantly with strong awareness levels with golf consumers, and the time was considered right to undertake a review of its branding strategy. Following a programme of research conducted through the company’s website, together with other internet data captured, Benross identified that their customers considered the brand to be innovative and dynamic, and were a brand purchased across a wide range of demographic age groups. The research provided the platform for the design brief that created the newly launched brand identity.
The new Benross trade mark utilises a clean, dynamic and contemporary capital letter font designed to have strong visual impact across a wide range of applications including product and marketing. For the first time in the brands history a graphical logo has been introduced, a strong visual abstract symbolism of the letter “B” representing positivity and forward movement. The trade mark has also been designed to incorporate the brand strap line “Bringing Performance. Within Reach”
Benross Golf is based in Weybridge, Surrey and was founded in 1997 by founder and now chief executive officer Jon Everitt. The company was established with two clear and single minded objectives, the first to deliver innovative, high specification and exceptional value golf equipment to consumers and secondly, in order to achieve this, work closely with and support a controlled retail distribution channel by providing sustainable margins and world class customer service. Critical to success has been to remain focussed on this approach and actually deliver against these commitments.
Benross Golf www.benrossgolf.com
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