Centurion has re-launched its brand following a complete brand review during 2016. The company believes the brand evolution reflects its deep specialism in above-the-neck protection and its fundamental belief in the human ingenuity at the heart of the industries it serves.
The rebrand includes a new logo, tagline and website and is underpinned by extensive customer research to understand current brand perceptions as well as the opportunities and challenges faced by customers in today’s changing landscape. The research reaffirmed Centurion’s belief in the importance of its total focus on above-the-neck protection — the most vital purchase any PPE buyer can make.
After a competitive pitch process, London based Brand & Creative specialist OTM (part of the Edicis group) was chosen to deliver the rebrand project, working closely with internal staff to build a brand identity that reflects the new strategy. OTM also designed and built the new brand website.
The new brand identity and tagline ‘When Clarity Counts’ is said to reflect Centurion’s commitment to safeguarding the ideas and imagination that shape our world — through advanced head protection that enables workers to focus on the job at hand. Centurion’s product development teams work on the philosophy of ‘systems not siloes’ — using unrivalled user understanding to build integrated systems that remove complexity and enhance “wearability”. This, Centurion believes, is the key to driving safety standards.
Centurion’s new website also reflects the brand’s new direction. It also seeks to improve Centurion’s online presence and better communicate with customers, providing not only product information but also leveraging the brand’s extensive expertise to provide valuable user advice.
While the new identity and website have been live from the start of this year, Centurion officially unveiled the rebrand to customers at the Intersec exhibition in Dubai on Sunday 22nd January. Many further events have taken place throughout 2017, with the firm’s newly refurbished premises in Thetford complete in February, which PBM attended.
Commenting on the rebrand, Marketing Director Andrew Gordon said: “At a time of rapid change for our customers, we believe Centurion’s expertise and specialism is more important than ever. We think that men and women can achieve great things when they use their heads – and we’re proud to play our part by giving them the confidence they need to deliver their best.
“We’ve been keeping workers safe for over a hundred years and look forward to constantly advancing our head protection systems over the next hundred years — going further so that our end users can go even further.”
Customer insight guides safety helmet system
After carrying out extensive research into customer insights and current market trends, Centurion has also developed its head protection system, Nexus, which will provide greater safety on site to protect workers from falls from height and any potential falling hazards.
The Nexus range received both a commended award at the 2017 Safety Awards organised by The British Safety Industry Federation (BSIF), and award winner within the head protection section of the 2017 ISHN Readers’ Choice Awards in North America.
In addition to these proof points, the Nexus range is tested to global industrial standards EN, ANSI, CSA and AUS/NZ. To maximise versatility, the Nexus system, including the integrated eyewear, has also just recently been further tested to the antistatic/explosive atmosphere test (IEC 600079-32).
Jeff Ward, CEO at Centurion, said: “According to Health and Safety Executive, in 2016, in the UK alone, there were over 600,000 non-fatal injuries, 37,000 caused from falls from height. Falls from height accounted for the highest percentage of fatalities at 26% yet our research has shown an increasing trend towards style in users’ purchase preferences — our Nexus range offers customers style without compromising on their safety.
“The flexibility of the Nexus system complies with a variety of safety standards and has been developed as a system for added convenience, rather than a helmet with optional extras. The Nexus range marks an exciting stepping stone for the business and demonstrates our continued investment in solving the most relevant problems for our users.”
The detachable liners and chinstraps uniquely enable the Nexus to be used both at height and ground level, making it more convenient for the user.
The system also allows for easy cleaning or replacing of liners and chin straps versus existing solutions. This saves significant cost for Centurion’s clients as they do not need to replace the whole helmet system each time.
For more information, visit: www.centurionsafety.eu
