Guild rebrands as GEM Motoring Assist

The Guild of Experienced Motorists is one of the UK’s leading motoring organisations with a road safety track record that goes back to 1932. Following a strategic review of its operations the board decided a more commercial stance was needed to cater for the increasing competition in the marketplace for motor breakdown cover.

A new name, GEM Motoring Assist, had been chosen which research suggested would be more appealing to drivers in the 21st Century and the brief was to create a new corporate identity which would attract new motorists without alienating existing members. The new designs therefore had to incorporate elements of the old (diamond shape / “V” badge) together with a modern, contemporary look and feel. Since launch in January 2004, new memberships are up and the new look has been enthusiastically welcomed by existing members and commentators alike.

Services: market research; corporate identity
December 2003