TriNet Unveils New Brand Identity
Recent acquisition acts as a catalyst for introducing ‘Ambitions Realized’ tagline and new logo
SAN LEANDRO, Calif. (September 9, 2009) TriNet, a provider of HR outsourcing services to small businesses, today unveiled a new brand identity for the company, including an updated logotype, a new “wingmark” symbol, a new tagline, Ambitions Realized™, and a website refresh (www.trinet.com). The catalyst for the new identity was TriNet’s June acquisition of Bradenton, Fla.-based Gevity. Since the closing of the transaction, the newly combined company is now the second largest HR provider for small businesses in the country.
“We’re in the business of helping our clients realize their ambitions,” said Burton M. Goldfield, TriNet’s president and CEO. “It’s something we’re proud of and it actively distinguishes us from the competition. The acquisition of Gevity propelled us to the forefront of our industry, and we wanted a brand that represents the energy and spirit of our combined strengths and personality.”
The process of creating the new visual identity began with a fact-based approach of interviewing employees at both legacy companies, while also analyzing data from a recent Net Promoter Score® survey, a tool that gauges the loyalty of a company’s customer relationships. The feedback TriNet received from more than 600 customers suggested the new identity should represent TriNet’s ability to act as trusted advisor for its clients’ HR needs.
To further detail, survey respondents said they value high-quality customer service, ease of doing business and a variety of healthcare benefit options, and chose TriNet because, “your people are extremely knowledgeable and responsive,” “you deliver what is promised,” and “we appreciate the benefits pricing; it’s as though we were a large company.” TriNet embodies these values through industry-specific expertise, easy-to-use technology and an unceasing drive to do what’s best for its clients.
In terms of the new logo, the bright blue color indicates a sense of optimism and approachability, while the orange touches on TriNet’s history of innovation. TriNet’s wingmark symbol itself is a representation of the company’s new tagline, designed to show forward movement, direction and progress in TriNet’s business and that of its clients. It also embodies the company’s brand personality of being “driven” while still being attentive to the needs of its clients. The three shapes used to create the wingmark represent the three-way relationship TriNet represents: TriNet as an employer of record, its clients and their employees.
“A brand tells people who you are, what you do and how you do it,” added Steve Roop, TriNet’s CMO. “It’s been our top priority to create a visual identity that embodies the goodwill of both companies and accurately communicates how we stand side by side with our clients to help them succeed as small business entrepreneurs.”
About TriNet
TriNet serves as a trusted HR partner to small businesses throughout the United States and Canada. TriNet’s technology specializes in helping small businesses reach their corporate goals and become destinations for top talent, enabling them to compete successfully with larger, more established organizations. TriNet’s comprehensive offerings include HR administration, online employee benefits administration and support, employer risk management, payroll processing, tax compliance, workers compensation, group health benefits, and strategic human capital consulting services. For more information, please visit www.trinet.com.