The NSC Group, a company that specialises in the "design, implementation, management and support of highly sophisticated business technology solutions", has completed a six-month brand refresh. And poor old Ashburton is, like, whatever.
As part of the new look, NSC has introduced a new tagline that will appear on all corporate material. The phrase 'Whatever it takes' was chosen because it is, according to NSC managing director Craig Neil, "a fundamental ideal within every aspect of the company’s business, the approach to its clients and their projects and the essence of NSC’s culture".
Let's just hope no-one follows the example of the cheeky South Cantabrian blighters who kept changing Ashburton's welcome sign from 'Ashburton: Whatever it Takes' to 'Ashburton: 'Whatever'.
“Every one of our 180+ staff is particularly proud to stand behind this new tagline," Neil says. "To us, it is much more than three simple words — it is the ethos behind everything we do at NSC."
In this, its 21st year of operation, Neil says it was time for a new brand identity that better reflected the company's maturity and direction. And here's the rather in-depth, nigh-on spiritual rationale behind the new logo: "The new colour palette comprises orange, black and grey, depicting energy, potential and balance. Staying true to the NSC heritage, the orange ‘swoosh’ remains a part of the updated logo. Conveying a sense of motion and action, the swoosh symbolises the high energy of NSC as well as depicting its ongoing growth path."
The new brand identity will be introduced over the next few months commencing with the new-look logo, stationery and launch of a new website."