Wates' new logo and brand values unveiled

Wates has unveiled a new logo that reflects "how we view our business - thinking outside the box", according to director James Wates.

The logo and accompanying brand values have taken two years and an investment of around 300,000 to develop with the help of consultancy Interbrand.

In a market place that is more competitive than ever, the group's management felt it was important to develop a distinct brand identity - something it feels its rivals have not achieved.

"Research across our workforce showed how little we knew about our competitors through their branding," said Wates. "Contractors are not the biggest spenders on advertising, so it is important to make sure your brand is clear to your clients and then make sure that brand stands out on site."

The two-year process, including 13, three-hour workshops with 700 of the group's staff, revealed six key Wates values: respect for people; integrity; agility; integration; intelligence; and performance-driven.

Wates said the cost of the re-branding was "substantially cheaper" than expected.