CMJ unveils major brand overhaul

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Jewellery and watch buying group the Company of Master Jewellers (CMJ) has undergone a comprehensive brand review and today unveiled its new logo and corporate identity.

The new branding reflects CMJ’s commitment to provide the most innovative, professional and approachable support to meet the needs of its retail members and approved suppliers.

The new tagline “We are CMJ”, which will appear on CMJ trade advertisements and marketing material, reflects the nurturing and supportive environment valued by CMJ members and suppliers. Adverts will feature real CMJ members and suppliers stating, “I am [name]… We are CMJ”, a concept derived from the togetherness and business community of the group.

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Meanwhile, the new logo retains elements of the original CMJ crest – the griffon and diamond – and combines them in a contemporary design that will translate across all marketing channels and aims to be an immediately identifiable mark of quality and assurance. The griffon, a mythical creature renowned for protecting and guarding priceless possessions and treasure, remains particularly relevant.

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CMJ’s marketing strategy, which will be heralded by the rebrand, aims to extend the group’s membership further by targeting quality, independent retail jewellers across the UK and Ireland, as well as increasing engagement with existing members and suppliers.

Commenting on CMJ’s rebrand, chief executive officer Willie Hamilton said: “This rebranding is a key part of our 2020 Vision, which is about positioning CMJ as a leading, trusted and responsible organisation in the jewellery and watch industry. It also reflects our desire to focus on the qualities that are so valued by our members and suppliers so that potential new members and suppliers understand the full range of benefits that being part of the CMJ family offers.

“Our brand name and logo are important indicators of who we are and what we stand for. Now we are taking the opportunity to strengthen and modernise how we represent ourselves across the UK and Ireland to our members and suppliers and, as a result, the consumers with whom they do business.”

The rebrand was developed in conjunction with design agency Facets Creative, who worked closely with the CMJ marketing team and board of directors to build a brand identity that reflects its core values and future strategy.

CMJ’s website has also been updated to reflect the new identity, with a full redesign with improved functionality due to go live in summer 2017.

Hamilton unveiled the rebrand to members and suppliers at this morning’s Network Meetings, held on the opening morning of the two-day CMJ Trade Event.

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