The original Carat corporate identity was developed in 1988 when the business was a European-based planning and buying agency. Carat has since grown to become a leading, progressive independent media communications agency. Since 1988, the Carat network has grown from the major European markets to cover 63 countries worldwide and annual billings have increased from approximately £4 billion to over £16.5 billion in 2002. The new corporate identity has been developed to reflect the changes that the company has undergone and its enhanced business offering.
Kim Walker, regional chief operating officer of Carat Asia-Pacific commented, "The market leadership success of the Carat network has been built on a foundation of continuing innovation and customer service enhancement. The new corporate identity reflects a company marching with its time."
Commenting on the development on the new brand identity, Jocelyn Domingo president of Carat Philippines said, "The Carat brand is all about the delivery of fully integrated media communications services that drive our client’s business’ forward. Carat offers vision combines with accountability and the ability to implement across all communications channels. The identity has been chosen to reflect our delivery and our ambition in an increasingly screen-based world."
The new corporate identity was developed by the London-based design agency, North Design. All on-screen versions of the identity were created by Moving Brands. All of Carat’s corporate material and signage will transfer to the new corporate identity over the coming weeks.