Coinciding with its 20^th year in business, Australian marketing and communications agency, Cannings Purple has unveiled a minimalistic new brand identity and will now be known simply as Purple, marking the third iteration of its brand over two decades.

Established as Purple Communications in 2004, "Cannings" was added to the company name in 2010 with the introduction of STW Group as a significant shareholder. Global creative transformation company WPP acquired STW in 2016.

Purple's Managing Director, Annette Ellis said the simplification of the name reflects the agency's position as a significant marketing and communications firm in its own right, as well as its ability to partner with any of the WPP stable, beyond its previous namesake Cannings.

"By shedding the 'Cannings' name, we're breaking free from any perceived limitations and reinforcing our ability to collaborate with a wide range of partners, while maintaining the trust we have built in the name Purple over the past 20 years."

The rebrand also reflects Purple’s investment in new services over recent years, including the introduction of a social impact and consumer marketing practice last year, as well as an emerging artificial intelligence advisory arm.

Annette added: "As the communications landscape has transformed, Purple has embraced that evolution, reimagining our approach and our offerings to stay ahead of the curve. Our new brand identity is testament to this adaptability and our commitment to continual growth. Over the years, we've listened intently to our clients, expanding and evolving our services to meet their changing needs in an increasingly dynamic world. This rebrand is a reflection of that journey, mirroring the maturity and breadth of expertise we've cultivated."