Corporate identity change reflects Smit & zoon message on sustainability
19/06/2019
The styles of both logos are similar; they each feature the important ‘drop’ motif from the previous corporate identity and declare Smit and Codyeco both to be Smit & zoon companies.
Announcing the changes, seventh-generation owner of the group, Marc Smit, said: “This is an important moment in our history. We’ve taken a number of steps already that show that we take sustainability seriously, but we need to do more. We want to be one of the leading companies in making the whole of the leather industry more sustainable. I feel this is my obligation and our company’s responsibility.”
He explained that the new corporate identity suggests to him “a trustworthy, professional company that is really focused on sustainability but retains its identity”. He insisted that partnership was part of it too, partly because parallel branding for Smit and Codyeco “connects us more visibly and shows we belong to each other”.
Mr Smit said the idea of collaborative working is also present in the ‘drop’ symbol and in the tagline that goes with the new branding: ‘a drop makes a difference’. He explained: “It’s our way of saying that a drop from us will make a difference but also that it’s the combination of the drops of all the companies across the whole market that will change the leather industry. It’s an industry that is under pressure because it needs to reduce pollution and we all need to make our contribution to that.”
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