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Mando launches new brand identity


By Michael Feeley, Founder and chief exec

March 23, 2016 | 2 min read

Mando has launched a new brand identity, positioning and website.

The agency rebrand follows a raft of recent changes to the business, which have included managing director and co-founder Ian Finch leading a buy-out of existing shareholders and wholesale changes to the agency’s market proposition, service offering, partnerships and operational systems.

Finch also won the ‘Agency Leader of the Year’ award at last year’s Drum Network Awards after Mando delivered its most successful financial performance to date and opened a new London office.

Steven Swann, creative director at Mando, said: “As a business we felt that we needed to relook at our brand as a whole. The business has had a lot of change over the past 18 months, so it felt right to reassess who we are. Part of our ethos is about taking the complex and making it simple, which we feel we do very well for our clients. We’re carrying this through to our own identity, dropping the name ‘Mando Group’ and becoming ‘Mando’.

“The new identity reflects our ethos with a simple strategic mark, one typeface, minimal colour palette and simplified values. Creativity is something we are driving to towards and to get Mando recognised for its thinking and creativity is another reason why the new brand needs to reflect this. We worked closely with James Henderson at Brilliant Path, which has been a great experience.”

Ian Finch said of the changes: “We’re thrilled with our rebrand, new positioning and identity. While we are still the same Mando team, with the same energy and invaluable experience, we feel that this more accurately sums up where we're headed as a business and a team. Having celebrated our 18th birthday last year, we feel that now is the perfect time to redefine our brand positioning and identity, to give us a focused platform for ambitious growth over the next three to five years. Watch this space!”

Mando’s clients include Transport for London, TalkTalk, Vodafone, Warburtons and Liverpool John Moores University.

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