Grantham-based Belvoir Group, which operates one of the largest chains of branch networks, has rebranded itself to separate the firm’s head office operation from its Belvoir estate agency.

Featuring a more subdued version of its signature red branding and a different navy blue font, the more corporate-looking refresh is supposed to also denote the group’s expanding financial services activities.

The changes, which have now been implemented for its website, also reflect how the group now houses four brands and not just its original agency, alongside five others including – most recently – the addition of hybrid agency Mrs and Mrs Clarke.

“As the Group continues to grow and incorporate new brands, we felt it was important for the Group to have its own distinctive look to enable it to stand separately from the Belvoir estate agency brand,” says Dorian Gonsalves, CEO of the Belvoir Group (pictured).

“We also wanted to make it immediately clearer for investors and the media that the Group is a multi-brand enterprise, with financial services very much at the heart of its business strategy.

“The rebranding process included liaising with individuals across all brands and levels of the business via a survey and workshops to help us understand what the Belvoir Group meant to people.

“The Belvoir red is used as an accent colour for a shape meant to represent an open door to reflect the new strapline of ‘opening the door to property, mortgage and franchise expertise’.”

Belvoir has a history of updating its look regularly – its eponymous agency had refreshes in both 2010 and 2018, and in December last year Newton Fallowell also had its image revamped.