Leatherhead Food International has unveiled its new branding and visual identity, including a change in its name to Leatherhead Food Research.
The move signifies the company's renewed focus on applied research and the provision of knowledge for the food sector.
The announcement comes at a time of growth and change for the company and the company insists the changes are not just cosmetic.
Chief executive Paul Berryman said: "Leatherhead has a long-standing reputation in the delivery of regulatory, technical and market information services to the food industry, but we knew we couldn't rest on our laurels. Following a detailed survey in 2008, we listened to our members and started a programme of investment to strengthen our core capabilities.
"With more than 1,000 food industry members, we have a key role in helping the food industry respond to the changing marketplace - ensuring that foods are safe, healthy, legal, and appealing. The rebranding effort, from the company name to the new-look logo and website, will help us to convey our vision to our clients, particularly our members.”
The corporate rebrand comes on the heels of a comprehensive restructure, with five key platforms representing Leatherhead's core areas of expertise in innovation, nutrition, safety, regulation and gaining knowledge across the field of food.
“We get to the truth via our research capabilities and then our independent experts add their beliefs and opinions. We don't just dig out the facts; we interpret them to give our clients robust solutions.
“The outer curves represent the continuing research performed at Leatherhead and the development of its core of knowledge within the food industry,” said Berryman.
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