Bexel Broadcast Services revitalizes its brand with new corporate identity. Deploys the creative talent of its own CMO and visionary Hollywood agency XL Brand. Why the change? "Branding is the calling card of a company", states Bexel CMO, Robert A. Nudo. "It defines the look, feel, people, services and products offered. Quality branding is timeless and speaks for itself. Bexel is a bold, confident company with a rich track record and a unsurpassed reputation. We run a multi-faceted group of subsidiary companies, all of which need an identity that will unify and focus them in the minds of the consumer. Our main brand logo needed to display corporate stability, unity and trustworthiness. We chose timeless fonts and a specially developed blue background."

Blue is often considered to be the safest global color. It represents peace, tranquility, calm, stability, harmony, unity, trust, truth, confidence, conservatism, security, cleanliness, order, loyalty, sky, water and even technology. Blue is considered a business color because it reflects reliability. Nudo continues, "Many of the words used to describe our company are the very same words that are associated with the color blue"¦Trustworthy...Loyal"¦Reliable"¦Technical".

The re-branding project will take a full year to execute. The process began on 01 July 2007 after six months of planning.