Introducing our new identity
4 October 2018 • Sarah Medcraf
Moray Chamber of Commerce is proud to announce the launch of its new logo, colour scheme and brand-new website. The new identity was revealed at the Chamber’s Annual Dinner last Friday in front of over 320 business guests. The Moray Chamber Board of Directors, Chamber Council and Staff have been working behind the scenes over the last few months with a brand consultant and a designer to achieve the new look. The Chamber’s previous branding had been going strong for 17 years. With a new website on the horizon and with operational and strategic change at Moray Chamber, it was a great opportunity to give a fresh feel to the Moray Chamber brand.
It was evident early on that the process was to be a balancing act. It was important to convey that this was a new, reformed product, but also not steer so far from the original brand. Afterall, the history of the Chamber and the process it has gone through to get to the current position, cannot and will not be ignored. This is reflected in the progression from the traditional pagoda, to a more abstract version.
Moray Chamber carried out a lot of work in the beginning with Ailsa Stinson from B is for Brand, a Chamber member who understood exactly what we was needed to be done and worked with the team to tease the answers out. Moray Chamber also have a new brand strategy and aim to be driven and engaging, without compromising on their friendliness and their charisma as an organisation. Speaking about the process Ailsa said: 'I was delighted when I was approached to help the team at Moray Chamber of Commerce review their brand positioning. The whole process has been enjoyable from start to finish, due to the professionalism, energy and focus of the team involved. I feel sure that the Chamber is going to grow from strength to strength now that it has in place a robust brand strategy and a refreshed image that reflects its strategic positioning.'
The design work was done by another Chamber member, Clare Lock from Clock Studio. Clare said “As a member of the Moray Chamber of Commerce it was great to be involved with the recent rebrand. To work on a brand with such local history was a pleasure, and I’m very proud of the final logo design that has retained some of its original heritage, but with a clean, fresh feel that won’t date over time.”