Cannings Purple becomes Purple as part of a new brand identity

The change simplifies our brand, while still embracing our origins and capturing the strength and diversity of our agency.

Branding, Communications, Design, Digital, Brand Marketing

Annette Ellis 15 Apr 2024
3 mins

Over 20 years Cannings Purple has built a reputation for its professional expertise, creativity and innovation as a strategic communications agency.

Now, as we move into the next 20 years – we have a new name. With effect from Tuesday, 16 April – we become Purple.

But of course, we have always been more than a name. Because at the core of any brand is its reputation; based on the quality of its work and the ability to adapt and evolve.

Our new name truly reflects that and more.

The change simplifies our brand, while still embracing our origins and capturing the strength and diversity of the range of services offered by our 40-strong agency.

Established in 2004 as Purple Communications, we became Cannings Purple in 2010, when WPP (previously STW Group) became a significant shareholder.

Purple new logo

Purple Managing Director Annette Ellis said the simplification of the name reflected the agency’s position as a significant marketing and communications firm in its own right, while retaining the ability to partner with any of the WPP stable.

“By adopting a single name brand 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,” Annette said.

“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.

“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 a 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,” Annette said.

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,” Hayley said.

“The new brand, ‘Purple’ brings the clarity, simplicity and versatility needed to reflect the breadth and depth of our capabilities in today’s 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,” she said.

Annette said the new brand is 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 navigate the ever-evolving communications landscape with confidence.”

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Annette Ellis More from author

Annette is a strategic communications advisor with more than 25 years’ experience gained primarily in the global resources and logistics sectors. Annette heads Purple’s Corporate Affairs team, and prior to joining Purple in 2008, ran her own successful communications agency.

In the course of her career Annette has provided community engagement, media management, internal communications, and issues management advice and tactical support to several major project developments in Australia and around the world – through the full project life-cycle from exploration through to production.

Annette serves on the Murdoch University Public Relations Industry Advisory Committee, and on the Salvation Army Business and Industry Advisory Committee.

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