A Marque of Excellence

Wade Group’s old brand had served it well over the years, however it was starting to show its age and no longer reflected the diversified group they had become.

They approached Sven&Friends to work with the senior leadership team to clearly define their brand strategy and group architecture in line with the agreed new strategic direction.

They also chose to evolve the identity and wider expression to better reflect the modern and innovative business they are today, and to better reflect the broad range of products and services they now offer. Moving Wade Group forward without loosing the existing equity and heritage of the brand.

The identity adopts a new symbol of a knight chess piece. This symbol is intended as a ‘Marque of Excellence’ that reflects the company’s unique equine heritage while also projecting an ongoing commitment to designing and manufacturing class-leading fit-for-purpose products crafted by a highly experienced and skilled team with a true passion for perfection.

“Fit-for-purpose perfection” is the core idea that now sits at the centre of the brand. Defined as true excellence being achieved when something is precisely suitable and effective for its intended function, rather than striving for an abstract, faultless ideal. It reframes perfection as a practical, context-dependent state focused entirely on the needs of the user.