Total re-branding of a 25 year old company

Rent Jydsk

... tøj til arbejde

We sell work clothes, profile clothing, uniforms, safety shoes, sports wear etc. The company is almost 25 years old, but after a take over and a change in ownership, the previous owners name Kaarup needs to be removed, and replaced by the company name "Rent Jydsk". The products are sold to Danish B-2-B clients and the industry can me described as relative conservative but with a wish to be more smart and up-to-date with new designs and quality. We have a webshop http://www.clothes2you.dk or http://www.c2u.dk which is also used by private customers and our website http://www.kaarup.dk is ready to get an update. A typical client can be anything from a blue color worker to a dentist or a military person, a waiter, chef or a bus driver.

We would like a graphic logo that clearly shows work clothes, as the name itself says nothing about the industry. We would prefer the conservative dark blue color ... or maybe a 2 - 3 color logo. So even if we take away the name ... everybody should know that we are dealing with clothes used for work.

We need to re-brand this 25 year old company, and to find a way to present Rent Jydsk (which is impossible to translate) in a contemporary way that signals modern work clothes and at the same time make you feel good. And we love humor, so the logo also have to make you smile :-) The company name has no tagline yet, but we are considering ... tøj til arbejde (clothes for work) You can see the product portfolio on http://www.kaarup.dk