Core’s previous brand identity featured four separate circles, each representing one of the four utilities – gas, electricity, telecoms and water. Reviewing the existing brand, Core saw an opportunity to bring these circles together, echoing the fact Core delivers multi utilities through one track, and reinforcing the concept of cohesion and unity. This simple idea came to be the driving principle behind the rebrand, with the four utility strands integrating to deliver a strong visual metaphor for ‘pulling together’ and ‘working as one’.

Using refreshed colours, Core introduced green to represent the renewables side of the business, and devised a new rounded typeface to mirror the circularity of the graphic device. As a visual identity it was powerful – but still something was missing. So Core got to work on a strapline. Seizing on the notion that Core delivers utilities that enable users to live in their new development, they came up with the powerful line, ‘Bringing life to developments’. This motivating proposition allowed Core to engage its employees and to let other stakeholders know exactly what they do.

 

In November 2008 Core won Gold in the Design Business Association ‘Design Effectiveness Awards’ where it was stated “Core have developed a truly iconic mark that will be around for years to come”.

 

Bringing life to developments