One of London’s leading conference centre groups has changed its name to Cavendish Conference Venues from Mayfair Cavendish. The new corporate identity is being launched along with a comprehensive new website to accommodate the needs of the expanding conference group.

“When we launched the group, it was logical for our branding to highlight our venues’ names and locations,” said Cavendish Conference Venues director Tom Mayers. “Now the business is expanding, this concept has become unwieldy and has ceased to work for us at an operational level.  Our solution has been to simply create an umbrella corporate identity – the challenge was to retain our strong brand values and instant customer recognition. Therefore, we undertook some detailed research considering a range of options and consulted with our customers to devise a new identity.”

With the introduction of the new branding, each of the conference centres will retain its own identity and logo, while being clearly positioned within the strong Cavendish Conference Venues group.
 
The launch of the new corporate identity and website follows the announcement in May by Cavendish Conference Venues that it is to open the fourth venue to join the group, America Square Conference Centre, in September. The group has a strategic plan to expand further with another venue planned to open its doors early in 2009.