Carat revamps logo to reflect growth

The rebranding process took over 12 months, culminating in the unveiling of the new brand identity at the beginning of this month.

According to Kim Walker, chief operating officer of Carat Asia-Pacific, the new identity is recognition of the changes the company has undergone from its beginnings as a European media buying agency.

"The old logo was developed in 1988, so it was a bit long in the tooth," explained Walker.

"The new one recognises the changes in our business, such as the more global nature of our business."

Carat has grown from a Europe-focused presence to one covering 63 countries worldwide.

The media agency has also become more comprehensive in its service offering, said Walker, and this is only going to see further evolution in the future.

"The fundamental nature of our business is going to change," said Walker.

"We started as pure buying/selling, then moved onto media planning and then to communication planning."

While the rebranding exercise is not expected to result in any concrete restructuring of Carat's global network, Walker points out that the new identity is more in tune with the digital era.

"We have deliberately designed it as an animated logo," said Walker.

"We are moving into an era where we are much more strategic and holistic in our view of communication planning."

The new identity was developed by London-based design agency, North Design.

On-screen versions were created by Moving Brands.