DOUGLAS ORANE, chairman and CEO of GraceKennedy, yesterday unveiled the company's new corporate logo at the official opening of the third in a series of mini-exhibitions titled 'Kingston Our Capital City, Our Harbour' at the company's offices at 73 Harbour Street, downtown Kingston.Mr. Orane explained that the creation of a corporate logo is the realisation of the company's increasing diversification. "While many people are aware of our growth, there are still those who do not have a clear sense as to the depth of the organisation and the breadth of our vision. We feel that it is time to signal to all our stakeholders of the diversity and future directions of the GraceKennedy Group," he said.
The GraceKennedy boss explained that the new logo used elements of the familiar Grace foods brand to create a strong new corporate image by retaining the crown, which symbolises the fact that "the customer is king and wears the crown", as well as the familiar red and black colours that have been associated with the company for many decades. "With this new corporate logo, we have at once recognised a distinguished
heritage and put it in a forward-looking context that is now GraceKennedy", Mr Orane said.
GraceKennedy's new corporate logo is intended to provide a brand identity for the entire group which, in the past few decades, has experienced rapid growth in the areas of financial and information services. Other areas more traditionally associated with GraceKennedy, such as retail and trading, have expanded their portfolios to include industrial catering and motor vehicle sales and services.
COMMON ELEMENT
"The common element," Mr Orane explained, "is the trust that consumers have in the GraceKennedy name to consistently provide quality goods and services whether it may be a bottle of Grace Tropical Rhythms or an insurance policy from Jamaica International Insurance Company Limited."
As the Company positions itself to more vigorously pursue international expansion, the new corporate logo will be the calling card for the Group's corporate ambassadors, providing them with the credentials they need as they seek opportunities across the globe.
"Our mission is to satisfy the unmet needs of Caribbean people, wherever they may be in the world, through the timely delivery of products and services of the highest quality, and our new master brand strategy will help to identify our range of services and products in locations where the GraceKennedy name is known, but not the individual services we provide," Mr Orane said.
GraceKennedy is one of the largest and most dynamic corporate entities in Jamaica and the Caribbean. It comprises a formidable network of subsidiaries and associated companies, employing over 2000 people and operating in the areas of distribution, finance, information technology, food manufacturing and tourism.
The Group's subsidiaries are located in North, Central and South America, the United Kingdom and throughout the Caribbean.
