Purple comes full circle with new brand launch

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Purple comes full circle with new brand launch

One of Australia’s leading marketing and communications agencies Cannings Purple has unveiled a minimalistic new brand identity that sets a strong direction for its future, while paying homage to two decades of success.


Coinciding with its 20th year in business, Cannings Purple will now be known simply as Purple, marking the third iteration of its brand over two decades.

The change reflects a desire to simplify its name, while embracing its origins and capturing the strength and diversity of the range of services offered by the 40-strong agency.

Established as Purple Communications in 2004, ‘Cannings’ was added to the company name in 2010 with the introduction of STW Group as a significant shareholder. Global creative transformation company WPP acquired STW in 2016.

Purple managing director Annette Ellis said the simplification of the name reflects the agency’s position as a significant marketing and communications firm in its own right, as well as its ability to partner with any of the WPP stable, beyond its previous namesake Cannings: “By shedding the ‘Cannings’ name, we’re breaking free from any perceived limitations and reinforcing our ability to collaborate with a wide range of partners, while maintaining the trust we have built in the name Purple over the past 20 years.”

The rebrand also reflects Purple’s significant investment in new services over recent years, including the introduction of a social impact and consumer marketing practice last year, as well as an emerging artificial intelligence advisory arm.

Purple comes full circle with new brand launch

(Frasers Avenue, Kings Park lit up in purple to celebrate Purple’s 20th anniversary)

Says Ellis: “As the communications landscape has transformed, Purple has embraced that evolution, reimagining our approach and our offerings to stay ahead of the curve.

“Our new brand identity is testament to this adaptability and our commitment to continual growth.

“Over the years, we’ve listened intently to our clients, expanding and evolving our services to meet their changing needs in an increasingly dynamic world.

“This rebrand is a reflection of that journey, mirroring the maturity and breadth of expertise we’ve cultivated.”

Purple comes full circle with new brand launch

(The Purple team at the company’s 20th anniversary celebration)

Purple design manager Hayley Emmett said the new brand is the culmination of months of research, consultation and creative thinking: “While our in-house experts have delivered brand strategy and identity for countless clients over the years, there is something special about working on our own brand.

“The new brand, ‘Purple’ brings the clarity, simplicity and versatility needed to reflect the breadth and depth of our capabilities in a dynamic market.

“The ‘folded edge’ P, the ‘triangle’ corner mark and the trapezoid shape speak to our brand story of ‘starting and shaping conversations that matter.

“The bold font reflects our professionalism and approach to work, and the sophisticated midnight purple colour is complimented by brighter purple triangle, which will be used as a recognisable brand accent across all our material.”

Ellis said the new brand was about positioning Purple for the future: “It embodies our pursuit of innovation, our dedication to delivering impactful solutions, and our unwavering passion for helping clients to navigate the ever-evolving communications landscape with confidence.”


Branding agency: Purple
Client: Purple
Director Digital: Glenn Langridge
Design Manager: Hayley Emmett
Art Director: Adam Elovalis
Senior Design Consultant: Maddi Murray