Waste and resources firm Viridor has today (20 October) unveiled an updated brand image – which it claims better reflect the company’s position within the circular economy.
The change in livery comes as part of an overhaul of identity of the companies within the Pennon Group – which also owns South West Water and Bournemouth Water.
Taunton-based Viridor has said that Pennon’s strategy is “firmly focused on utilising the synergies across the group to become a leading environmental infrastructure partner.”
The new branding, which will eventually be seen across Viridor’s operations features a bright green ‘V’ against a white circular backdrop, and incorporates the company’s new slogan ‘Giving resources new life’.
Images of the new branding on refuse collection vehicles suggest that the company could be leaving behind the green font on a blue background that the company is recognisable for across its vehicle fleet and signage.
According to Viridor, clients will begin to see the new identity appearing over the coming months with a rollout that will start with the company’s website and digital platforms and include workwear and new bins as part of a ‘natural replacement process’.
Talking about the new identity, Viridor’s managing director, Phil Piddington, said: “We are very pleased with our new identity. As well as demonstrating the cohesion across the Group, the Viridor logo, in its striking green better reflects our purpose to ‘Give Resources New Life’ with an icon that conveys recycling and Viridor’s position in the circular economy.”