Glevum Windows Rebrand
Coinciding with their 40th anniversary, Glevum commissioned Valhalla to lead a project to update their established brand with a focus on the next 40 years.
The psychology of buying windows
Buying windows is driven by necessity. Typically, the choice the customer makes isn't 'Do I want new windows?', but more 'Who can I trust to sell them to me?'. The challenge of a windows brand is to become the most trustable option.
Two factors that strongly influence our perception of trust, are location and longevity. We are more likely to trust someone from our locality. That's human nature. For a business to thrive within its area, it must build and maintain a positive reputation. We are also more likely to trust a business that has established itself over time. A proven track record is very compelling. It’s a safer bet that they can be relied upon to finish the job and provide after-sales service.
In addition, customers will also look for other positive reinforcement, as they want to be confident that they are making a good choice. Referencing specific benefits, like better insulation, more light, and increased security, will reassure them further that they are investing wisely.
“Matthew's thoughtful process enabled us to delve deeply into the history of our business and to review what matters most to our customers.”
Mike Donaldson, Managing Director, Glevum Windows
Glevum Etymology
Glevum is the Roman name for the city of Gloucester. Derived from the Celtic word gleiwom, it translates as 'The bright city'. Brightness aligns perfectly with the concept of high-quality, expertly fitted new windows. They let the light in, making your home brighter, as well as keeping it warm.
Name change from Glevum to Glevum windows.
There are many businesses in the Gloucester area that have Glevum as part of their name. Adding ‘Windows’ makes the brand more identifiable, whilst clearly communicating what the company does.
Strapline
The strapline was changed from Windows, doors, and conservatories, to warmth, light, and security. With Windows now included in the company name, it didn't need repeating in the strapline. We decided that it was better to focus on the benefits associated with well-fitted, high-quality products.
Bright G icon
To add flexibility to the brand and make it instantly recognisable, a new graphic symbol was created to elevate the Glevum 'G'. Celebrating the business and delivering a sense of specialness, the sunburst design also conveys the brightness concept.
Glevum's incorporation year sits at the centre of the icon to establish the company's provenance, and the Gloucestershire motto device places the business at the heart of the greater Gloucestershire area.
A brighter future
Finally, the optimistic 'A brighter future' slogan delivers a two-pronged message. It speaks to the lifestyle upgrade associated with well-fitted, windows and doors, whilst also referencing Glevum's sustainability credentials. For example, much of the frame material used includes recycled PVC-U.
Brand Book and Brand Tool Kit
As with all Valhalla Branding projects, a Brand Book was created to provide guidelines for the application of the brand. A selection of pages are shown below.
Logo design
A re-spaced and updated version of the existing Glevum wordmark sits proudly at the centre of the new company logo. Beneath this, the word ‘Windows’ was added within a rounded rectangle device. The new ‘Bright G’ icon sits above the central ‘V’ aligned to the angle of the character. And, the customer-focused ‘Warmth, Light, Security’ strapline runs underneath.
“Matthew was methodical in his approach, and patient with us as we developed new ideas. We are delighted with the end result.”
Antony Heath, Marketing and Development Director, Glevum Windows
Does your brand reflect your business, or does it need polishing up?
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