Leading Edge Digital has launched a new consumer brand and logo for its photo specialty group, ‘PHOTOEDGE‘ – a hybrid of ‘Leading Edge Digital’ and ‘PhotoPlus’.
The two groups combined a couple of years ago (July, 2011) under the trade title of Photo Edge to form a larger photo specialty group. Now PhotoEdge has been developed as an external brand and logo to use in-store and in marketing communications.
The PhotoEdge brand is now available for Leading Edge Digital members to use to fit out their store livery as required, and Leading Edge Digital has supplied all 57 members with a PhotoEdge window sticker for display.
This window signage clearly shows the logo and icon and the tagline that the store is ‘A proud member of the “PhotoEdge” Photo Speciality Group’. The first PhotoEdge-branded marketing collateral was released late last month in the form of a Fathers’ Day catalogue.
Leading Edge retailers who are also Kodak Express members will continue to brand as Kodak Express – but can also use the PhotoEdge brand to signify their affiliation.
‘PhotoEdge brand is available to all members who are not currently branded and we also have the window vinyl for all members to affiliate themselves with the PhotoEdge group regardless of their store livery or brand,’ explained Lee Scott, group merchandise manager, Leading Edge Digital.
He added that it was likely that the PhotoEdge brand would also be supported with a dedicated website in future, as the new initiative makes it a more consumer-focused, external brand.