Branding research determined that Circles needed to incorporate the global influence of its brand while maintaining the corporate relationship with parent company Sodexo. The decision was made to add to the current logo, an image that represented our international footprint.
“Over the past 20 years, we’ve built a strong reputation for quality and innovation,” said Wouter Broekema, Circles, CEO. “Circles, a key component of Sodexo’s quality of life service offerings, provides business solutions that solve for a variety of human resource, facilities management, and brand challenges. Our support services positively impact the brand experience by making it more convenient, more rewarding and more engaging to work for or to do business with our customers. So, whether around the corner, or around the world we felt that our branding should reflect our current business strategy.”
This rebranding also Including a new tagline (“we’ll take care of it, so you can …”) and lifestyle imagery to bring to life the organization’s strategy to expanding its global footprint, while highlighting its capabilities to the end user.
In all, the branding embodies an organization that is reinventing itself but is still very committed to its customer service roots. Our new identity builds upon our past innovations and commitment to quality, but also opens doors to the future.
Circles is part of Sodexo Inc., which delivers services globally that enhance organizational performance, contribute to local communities and improve quality of life. The Fortune Global 500 company is a leader in delivering sustainable, integrated facilities management and food service operations. Learn more about Sodexo at its corporate blog, Sodexo Insights and Circles.