Smithers Rapra, UK subsidiary of the US-based independent testing, consulting and contract research organisation, The Smithers Group, formally unveiled a new brand identity that represents a significant milestone in the company’s history and further signifies the company’s evolution to becoming the world leading polymer solutions company.
“Rapra” has long been recognised as a leading supplier of polymer information and technical services. Smithers Rapra has been driving a fundamental shift in its approach to the market that began following its acquisition by The Smithers Group in April 2006. The new re-branding is aimed at simplifying and unifying the look and feel across Smithers Rapra’s information products and technical services, in an effort to better communicate important characteristics and values to a global customer base, as well as aligning its image with its parent company, The Smithers Group.
“Our logo, company name and the way we present ourselves says a great deal about who we are and what our business stands for. The new brand identity is designed to reflect our world renowned reputation for quality and technical excellence– and at the same time, demonstrate that Smithers Rapra is moving forward to meet the needs of its customers ” said Smithers Rapra Managing Director , Jim Dowey.
On the surface the new brand identity includes a new re-designed corporate logo which incorporates The Smithers Group logo. Behind the logo, key core brand values have been formulated to meet the needs of our customers as our business develops. “Our logo is the face of our brand, it signifies our personality, it creates an overall impression in people’s minds – how they think, feel and respond when they see Smithers Rapra,” continued Mr. Dowey.
“The Smithers Group is developing as a global entity through acquisition as well as organic growth. We intend to leverage the value of our brand as we evolve the company. This evolution will allow Smithers Rapra to be better recognised for our products and services, establish a stronger brand awareness with our customer base, and strengthen our overall position in the marketplace,” he added.