Hermes ditched for Evri rebrand as business positions on social justice and environment
Parcel delivery service Hermes has unveiled a new logo as it rebrands to Evri to communicate its embrace of environmental, social and governance (ESG) principles.
After the rebrand Hermes will be known as ‘Evri’
The new identity, undertaken by WPP agency Superunion, will be visible across all locations, vehicles and ParcelShops within the delivery network in a move that dovetails with improved pension plans for couriers.
Leading the changes will be a high-profile TV ad debuting during Coronation Street on ITV on March 18, when the public will be given their first taste of the new look.
Chief executive Martijn de Lange said: “This rebrand follows significant investment and two years of dramatic growth, which has resulted in our entire business going through a major transformation program.
“It is more than just a name change – it is a statement of intent of our commitment to leading the way in creating responsible delivery experiences for ‘Evri one,’ ‘Evri where.’
“It heralds a new culture and an even better way of doing things in an ever-evolving world, building on our achievements and successes.”
A key plank of the change in direction is to improve working conditions by auto-enrolling self-employed couriers in a company pension funded by Evri to the tune of £7m per year. It’s been a regular point of criticism for the Hermes brand. Will a new coat of paint enforce change from the top to the bottom?
The rebrand follows the publication of an IPA study indicating that ESG is now a moral as well as a commercial imperative for businesses.
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