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The largest nursery group in the UK has undergone an image overhaul including a new logo, typeface, colour scheme, mascots and even a signature scent.

As part of a 12-month process to overhaul the brand, Busy Bees worked with a team of writers, artists and interior designers to create its new look.

Parents and children were also consulted on the changes, which include a new motto, ‘the best start in life’.

Busy Bees worked with an aromachologist to create a bespoke scent for settings, and developed a new ‘audio signature’, which will accompany all audio-visual content as well as the group’s telephone holding music.

The new logo features a reimagined version of its original bee character, Buzz. Busy Bees’ babies will now have his newly-designed friend Bombo the bee as their mascot, while toddlers will have Bumble the bee, leaving Buzz as chief mascot for the group’s pre-schoolers.

The new brand identity will launch ahead of Busy Bees’ enrolment week, which runs between 17 and 24 September.

Marg Randles, co-founder and chief academic officer at Busy Bees said, ‘For more than three decades our logo has remained the same; it has served us well and has been loved by many.

‘It was modern and fitting at the time of conception, but we have evolved so much since then. We knew we needed to modernise to make it relevant for today’s children and their parents.

‘For us, branding is more than just a logo, and it’s important to us that our children, parents and nursery teams feel proud to be a part of the Busy Bees family. The new brand will help reaffirm Busy Bees’ position as the leader in early years education. It signifies our continuing drive commitment to provide exceptional service to every family, opportunities to every member of our staff and the very best start for every child in our care.’

Busy Bees provides places for more than 50,000 children aged six weeks to five years across 500 settings worldwide.

Source: Busy Bees nurseries re-brands and gains a signature scent | Nursery World