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BRANDING NEWS: Shorts Industries has a face lift

Shorts Industries has consolidated the brand identities of its two divisions in lift-supplying and air conditioning, as a way to build a more consistent presence in the marketplace.

The two divisions – Short Lifts, supplier to the lift industry; and Shorts Environmental, distributors of air conditioning products – will now both function under the name Shorts. The rebrand occurred in November and has been designed by agency Duplex Communications.

Noah Smith, MD at Duplex Communications, says, “The customers were confused by Shorts role in the industry. The initiative aims to provide the brand with a clear and contemporary feel for both prospects and its existing clients. Shorts are trying to be smarter about how they represent themselves in order to build the brand in the divisions.”

The new logos use two distinct colours and messages to identify themselves. A blue motif is being used to represent its air conditioning service under the strap 'Air conditioning distribution' and the other is a green motif in order to symbolise its lift supplier's services under the strap 'All the support your business needs'.

Smith adds, “The new Shorts logos are modern, consistent, both with straplines explaining their area of operation. The straps had to be simple and clear-cut to define what the companies do.” The new identities will feature in all of Shorts collateral including brochures, websites and presentational media.


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