Jewellery and watch buying group The Company of Master Jewellers (CMJ) has unveiled its new logo and corporate rebrand at its Spring Trade Event starting today (March 5).
According to the CMJ the new branding will reflect the buying group’s commitment to provide the most innovative, professional and approachable support to meet the needs of its retail members and approved suppliers.
CMJ’s chief executive officer, Willie Hamilton unveiled the rebrand to members and suppliers at this morning’s Network Meetings, held on the opening morning of the two-day CMJ Trade Event.
The brand revamp will now include the new tagline “We are CMJ”, which will appear on all CMJ trade advertisements and marketing material. Adverts will feature real CMJ members and suppliers stating, “I am [name]… We are CMJ”, a concept derived from the togetherness and business community of the group, says the CMJ.
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In addition, the new company logo retains elements of the original CMJ crest – the griffin and diamond. The contemporary design will translate across all marketing channels and aims to be an ‘immediately identifiable mark of quality and assurance’.
CMJ’s marketing strategy, which will be heralded by the rebrand, aims to extend the group’s membership further by targeting independent retail jewellers across the UK and Ireland, as well as increasing engagement with its existing 165 retail members and suppliers.
Willie Hamilton chief executive officer CMJ said: “This rebranding is a key part of our 2020 vision, which is about positioning CMJ as a leading, trusted and responsible organisation in the jewellery and watch industry. It also reflects our desire to focus on the qualities that are so valued by our members and suppliers so that potential new members and suppliers understand the full range of benefits that being part of the CMJ family offers.
“Our brand name and logo are important indicators of who we are and what we stand for. Now we are taking the opportunity to strengthen and modernise how we represent ourselves across the UK and Ireland to our members and suppliers and, as a result, the consumers with whom they do business.”
The rebrand was developed in conjunction with design agency Facets Creative, who worked closely with the CMJ marketing team and board of directors to build a brand identity that reflects its core values and future strategy.
CMJ’s website has also been updated to reflect the new identity, with a full redesign with improved functionality due to go live in summer 2017.