GBC and Rexel have grown together over the years, with shared objectives, values and a sense of purpose. Our task was to recognise the sense of unity, and to develop the commercial benefits of working together, whilst protecting the uniqueness’s of the two brand identities and continuing to build the perceived strengths.
GBC is the EMEA market leader in both the binding & laminating categories and the new brand identity needed be refreshed and revitalised in order to portray a confident and reliable technology solutions business.
A global brand & communications solution was preferred to minimise design and production variations, and to present a consistent brand personality to multinational customers. The red circle, synonymous with GBC was retained but the Rexel icon was incorporated as well as the new Rexel strapline. These significant updates retained equity in this well-known brand but aligned it with Rexel.
The new look brand has been rolled out across all communications and product packaging.