Softcat appears to have pulped its distinctive purple logo as it confirmed it remains on course for another year of double digit growth.
The LSE-listed reseller revealed a glimpse of its new multi-coloured branding as it cut the ribbon on its new Birmingham office.
The brand refresh came as Softcat said it had “performed well” during the first quarter of its fiscal 2025.
Its progress in the three months to 31 October 2024 was “consistent with the outlook provided in our full-year announcement, for double-digit gross profit growth together with high single-digit operating profit growth in FY2025”.
“I’m pleased to report another positive performance in the period. As expected in the year to date, customer demand trends have remained largely consistent with those seen in the prior financial year,” CEO Graham Charlton said in a trading update.
“Core mission remains unchanged”
Softcat said it had consulted customers, partners and its own staff to devise its new look, with the object to “create a brand that could better reflect Softcat”.
“This brand refresh sets us up for our next phase of growth and is fit for a global presence,” Fiona Cooke, Marketing Director at Softcat stated.
The Marlow-based reseller’s new Birmingham outpost is the first to have been decked out in Softcat’s new colours and logo.
One minute’s walk from its previous Birmingham location and 3,188 sq ft larger, the Billiards Building office was “designed with employee satisfaction and sustainability in mind”.
It includes a well-being room, a breakout area with a pool table, table tennis table, and dartboard, plus banks of electric standing desks.
“While the brand refresh marks an exciting new chapter for Softcat, the company’s core mission remains unchanged,” Charlton stated.
“We continue to prioritise building strong relationships with customers and partners, delivering innovative solutions, and fostering a culture of excellence and inclusivity.”
