Symbols and significance: Why our brand evolution speaks volumes

The value of a full stop

In a world saturated with noise – visually, digitally, emotionally – clarity is currency. The brands that cut through are those that know exactly who they are and what they stand for.

Ventrica has always stood for emotionally intelligent customer experience. But now, we’re expressing that belief more clearly than ever before.

For the first time since our founding in 2009, we’ve evolved our brand.

Not to chase design trends. Not to change who we are. But to create something that’s more aligned with our future – and more reflective of what matters most in customer experience today.

A symbol, not just a logo

At the centre of our new identity is a simple, pared-back symbol: two parallel lines.

To some, it’s minimal. But to us, it’s meaningful.

The lines form the letters V and A in Morse code – its paying homage to our original brand mark, and a deliberate connection to our roots. But the symbolism runs deeper. In military and communications contexts, “VA” signals “End of Transmission.”

Inspired by Morse code, our brand symbol represents a moment that matters – the respectful end of a conversation.

In our world of customer experience, that phrase captures something essential. While many brands focus on how interactions begin, we care just as much – if not more – about how they end.

Because how a conversation closes is often the most emotionally resonant moment.

It’s when trust is earned. When loyalty is built. When the customer decides how they’ll remember you. That’s what our new brand mark represents: a full stop, delivered with intent.

Heritage reframed for tomorrow

This brand refresh is the first in our 15-year history. The decision to change was not made lightly.

We’ve retained the V and A from our founding identity – but reinterpreted them through a new lens: one that looks forward while still honouring where we’ve come from.

Our symbol holds space for both continuity and progression. It reminds us that although our capabilities have evolved – from outsourced operations to full-circle CX strategy – our values remain consistent: clarity, empathy, and purposeful communication.

Designed to express, not to impress

The new identity was developed in collaboration with CORE, whose strategic creative thinking helped translate our philosophy into a confident, visual system. The symbol, wordmark, and supporting design framework offer both strength and flexibility – made to work across every touchpoint, from digital to human.

“Ventrica’s new brand identity has been designed by CORE to breathe new life into the organisation and to more closely align with their vision and solution offering. The brand-mark is inspired by communication, leaning into the symbolism found in Morse code and other messaging systems.” CORE Design Team.

But brand is never static. And as we move forward, the work of shaping, stretching, and scaling our identity falls into expert hands.

Our Creative Lead, David Swinburn, is now building out our full brand guidelines and extending the system into motion, layout, photography, and more. His role is not simply to apply the brand – but to bring it to life across every channel, and ensure it adapts with meaning and consistency as we grow.

Customer experience isn’t just a channel, it’s an emotional outcome

This brand isn’t just about how we look. It’s about what we believe.

That customer experience should be designed with both the head and the heart in mind. That automation is powerful, but only when guided by human empathy. That the emotional end of a conversation is the beginning of lasting value.

In our recent UK survey, customers who had a positive service experience were 3.5x more likely to recommend a brand. Those who felt emotionally understood were likely to spend up to £100 more per interaction. Emotional connection isn’t a nice-to-have – it’s a growth driver.

Structure behind the symbol

To ensure this philosophy translates into delivery, we’ve built our services around a clear framework – our Circle of Solutions. It includes:

• CX consultancy & partnerships – reshaping journeys at a strategic level
• Operational & sustainable excellence – delivering with efficiency, scalability and impact
• Emotive & brand experiences – creating moments that resonate and build loyalty
• Digital & intelligence insights – powering decisions through real-time data and AI

A complete model for customer experience transformation – designed to flex with your needs.

This structure ensures that our belief system isn’t just something we talk about – it’s something we build into everything we deliver.

The end is where the feeling stays

“End of transmission” isn’t the end of the story. It’s the moment when the signal has been sent, received, and understood. In CX, that’s when the interaction ends and the emotional impact begins. The service is complete – but the memory of it continues.

Our new brand mark represents that moment. That quiet pause. That final impression. It’s a full stop. But not the end.

It’s the beginning of a brand that’s more connected, more confident, and more intentional than ever. Because in customer experience, the moment that matters most… is often the last one.