A new look, cast from our heritage
Caroline introduces a new look and feel for Edwards & Godding, inspired by our heritage and built for the years ahead.
You may have noticed that things are looking a little different around here lately. For the first time in more than a decade, we've refreshed our look and feel – with an updated logo, new colours, new design elements, borders and patterns, and a new look for our website.
When we came to think about what we might want for our refresh, two clear goals came to mind: we wanted to pay homage to our heritage, and to create a brand we'd be proud to carry forward into the future.
Our new identity draws on our history; Edwards & Godding began as an ironmonger, and was founded in 1790. You can read the full story of the business, or at least everything we know, in our recent article, Coal scuttles, chaff cutters and AGA cookers: Our history, as far as we know it. The design details you might notice on the website and in emails, and the ironwork patterns you may begin to see on our vans, our stationery and our business cards, all speak to those early beginnings.
Some years ago, somebody came across an old earthenware flask in the foundations of the Newbury cricket pavilion, and was kind enough to share it with us. Our name is stamped into it in a neat circle – a merchant's mark, put there so anyone who picked it up would know exactly where it came from. That stamp inspired the design of our new E&G seal. To my mind, it’s a symbol of a promise: this came from us, and we are proud to stand behind it.
That feels very fitting to me. We are highly selective about the brands and appliances we'd put our names to, and we only sell what we'd choose for our own homes. When we say we're going to do something, we do it properly – our fitters will adjust a run of cabinetry by a few millimetres to get an AGA sitting exactly right, and our kitchen designers will never settle for the first option. And long after your new kitchen or appliance is in, we're still here: the same level of customer service, the familiar faces popping by to service your AGA. We stand proudly behind the products we sell, the kitchens we build, and the way we do business.
When our designer first shared the concept for the new identity, it just felt right. It felt like us. Do take a look around and explore the new look on our website. I hope you like it as much as we do.
