Ascentric has unveiled its new look for the company which it hopes will highlights the firm’s sophisticated technology.

It said the new look would reflect the nature of the business and the transparency of the platform.

The changes include a new logo with a ribbon graphic to replace the old red and blue logo.

The ribbon is intended to symbolise the dynamism, flexibility and energy of the technology and the Ascentric staff.

The strapline ‘Choice Through Technology’ highlights the benefits of Ascentric’s proposition.

The word ‘Choice’ is used by the firm as a mnemonic standing for can do, helpful, ownership, innovative, customer-focused and empowered.

It has also rebranded its website and introduced QR (quick response) codes on its core materials to improve accessibility.

Dominic Ventham, head of marketing at Ascentric, said: “Brands need constant development and following the announcement in June that we will be profitable for 2011, it is important that we continue to invest in our own infrastructure.

“We have re-energised our messaging to restate our position as a technology company and this launch very much highlights our determination to future innovation and growth.”

It was also announced earlier this week that sales and marketing director Richard Goodall has quit the firm after two years.

Ascentric managing director Hugo Thorman said: “Richard has decided to leave Ascentric and pursue interests elsewhere. I would like to thank him for the important role he played in growing our platform business and I wish him well for the future.”