epitype creates image for Hounslow Chamber

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Local design company helps business association rebrand

epitype, the Chiswick-based brand-information and design consultancy, has developed a new logo and brand image for Hounslow Chamber of Commerce.

The new logo is the latest example of how chambers of commerce throughout the country are modernising their identities and establishing more effective communications with the business community.

Hounslow Chamber of Commerce contacted epitype because its existing logo was no longer effective in communicating its services to members – its appearance was outdated and its symbols no longer relevant. The Chamber wanted a logo that would encapsulate the essence of its services, and so engage the business community and boost membership.

epitype worked on all three elements of the logo: the name, the strapline and the design. On epitype’s recommendation, the Chamber’s name has been changed from The London Borough of Hounslow Chamber of Commerce to the more simple and compact Hounslow Chamber. epitype also created a new strapline for the Chamber, Supporting Business Across the Borough, which reflects the fact that Hounslow Chamber supports business in all districts in the borough of Hounslow (Chiswick, Feltham, Heston, Bedfont, Isleworth, and Brentford) and not just the Hounslow district itself.

epitype’s work for Hounslow demonstrates the agency’s ability to provide a new, dynamic image for both public and private-sector organisations. Prior to working on the new design, name and strapline, epitype carried out an audit of members of the Chamber in order to find out their opinions about the services that the Chamber provides, and the usefulness of those services.

The audit showed that the members were concerned primarily to use the Chamber to grow their businesses, but that they also saw it as a means of finding reliable suppliers and as a source of supportive, like-minded organisations.

Martin Roach, creative director of epitype, said: “The research element to our work is crucial to the final outcome. All chambers of commerce should consider annual telephone interviews with their members in order to find ways of providing better services and to communicate with members more effectively. For many chambers, the creation of a new logo and its efficient implementation can be a cost-effective way of radically improving communications and brand value.”

Sally Smith, Chief Executive of Hounslow Chamber, said, ‘The Chamber is celebrating its 30th anniversary this year and we felt that our logo should reflect the vitality and dynamism of the organisation. We have enjoyed working with Martin Roach and Epitype who are extremely professional and thorough. Not only do we have a modern new logo, but also the results of the initial market research, which is of great use to help us better understand our members’ needs."

Hounslow Chamber’s new logo will be unveiled at the end of the month. epitype is a brand information and design consultancy. Its clients include London Development Agency, Hounslow Council, Coca-Cola and Hewlett Packard.

February 4, 2005