Trademarks

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Barloworld Leading brands

Tony Philips, CEO of Barloworld, addressing the Brand Executive Seminar at the Gordon Institute of Business Science, describes Trademark Design's strategy, branding and positioning of the $2.5 billion industrial group. "To what extent has it succeeded?
From the beginning of this process to today... the share price has trebled."
"Our goal is to leverage the value of our intellectual capital by building one global company" - Tony Phillips, Chief Executive Officer.
The Barloworld identity has been developed to convey what the organization does and where it is. The World icon positions it in every market, while the promise "Leading brands" both describes being ahead of the competition and its expertise in business. Barloworld Leading brands is at once a revolutionary and evolutionary identity. It retains equity from the previous identity, in the Barlow name, the blue colour and the new world iconic graphic device. It expands the name ten fold and is at once familiar and unique worldwide. The application system has been designed to describe accurately where each business operates within Barloworld. It provides a flexible yet compliant framework into which new acquisitions can easily be incorporated. Every existing business unit and future acquisitions will carry the Barloworld brand and positioning statement with a description that relates to a particular product or service.

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