Fedility unveils new look.

August '99 News

Fidelity Services Group has unveiled its new corporate identity. Previously known as Fidelity Guards Holdings, the company has evolved significantly over the last nine years, making its historic positioning, name and identity obsolete. Currently an R800 million company employing more than 20 000 people, operating 1500 vehicles with 98 branches around the country, it offers much more than guarding. The new holding company, Fidelity Services Group, has been formed with a new identity and separate operating companies all trading under the Fidelity name.

CEO Robert Dickerson said that it was pleased to be able to offer one-stop risk and facility management services with Fidelity Cash Management Services, Fidelity Cleaning Services (formerly Pritchard Cleaning) and Fidelity Guards. "Our new companies include Fidelity Hygiene Services, Fidelity Office Plants, Fidelity Pest Control and Fidelity Insurance Limited," he says. Divisions operating with Fidelity Corporate Services, include Fidelity Investigating Services and Fidelity Air Services. "We are specialists in risk and facility management," Dickerson says, "and we are the only company to offer all these services under one banner - the Fidelity Services Group."

Given the task of communicating the new corporate identity to a large client base, advertising agency Berry Bush/BBDO suggested a bonsai tree as a corporate gift. A company like Fidelity which represents security, trust, management and growth seemed to fit perfectly with the core values of the bonsai. A bonsai has strong, deep and secure roots, much like the message that Fidelity wishes to convey. Berry Bush/BBDO Creative Director Mike Ellman-Brown added that the agency felt that a bonsai had more intrinsic value and interest than the ubiquitous corporate gift of a pen or paperweight.

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