The Rexel logo has been transformed

Part of the $2Bn global office products giant ACCO, The UK brand Rexel has over 80 years of great British design and innovation, their extensive portfolio covers all types of office product. This iconic stationery brand was reimagined and relaunched in 2017 with a clear focus on its British heritage.

The Brief

A critical part of the reinvention of the ACCO Brands Europe brand portfolio, this most British of brands needed a clear identity and strategic position in a stable of many other equally well known industry leaders.

Our Response

Alongside the Swedish Rapid and German Leitz; Rexel could easily own the British-ness of the sector. Avoiding phone boxes, Union flags and bowler hats the new identity reflected a modern looking Britain with strong innovation and a wide range of products.