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ANALYSIS: Horne logo change to simplify offering.(Robert Horne)(Brief Article)

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| September 27, 2002 | COPYRIGHT 2002 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

As part of its ongoing redesign, Robert Horne is replacing its 37-year-old 'H' logo, writes Andy Scott

'Changing an identity as powerful as ours was not a decision we took lightly.'

One would expect nothing less from Toby Marchant, the oft-quoted managing director of paper merchant Robert Horne Group.

The famous 'H' logo, synonymous with the Robert Horne name for 37 years, has undergone a strategic redesign and interpretation, creating the group's new corporate identity (PrintWeek, 6 September).

After reorganising the group's operating companies from 11 to six, Marchant felt the time was right to present it as a unified force. Each operating company will not only retain its own name, but will also carry the new identity, allowing the merchant to present itself as 'a single, broad-based group'.

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