Haydock Finance, a UK provider of asset finance, has revealed its latest rebranding, which welcomes a modern logo design and new illustration creative.

The refreshed image maintains Haydock’s traditional blue and grey colours to preserve the brand’s 41-year heritage.

Lea Lawrence, marketing manager of Haydock, said: “The brand refresh conveys the growth and continuing evolution of our business. This rebrand follows Haydock’s 40th anniversary and after honouring our long history, we felt the timing was right to move forward with a refreshed look and strong value message.”

In November, Haydock continued its growth plans with the launch of a new stock finance division after 12 months of research into new markets.

According to a statement from the firm, stock finance has “many synergies with Haydock’s core business of SME funding”.

The following month, the Blackburn-based firm announced it had successfully distributed over £100m to SMEs through the Government-backed Coronavirus Business Interruption Loan Scheme (CBILS).

As an accredited partner for asset finance, Haydock has paid out over 450 agreements under their hire purchase and refinance product offerings.

John Jenkins, chief executive of Haydock, who took over from Jon Wilkinson in January last year felt it was “the right time to acknowledge the evolution of Haydock over the past few years.”

Jenkins concluded: “The new design and imagery reflects our ever expanding appetite and approach to the market, whilst still being very recognisable and so continuing to underline everything we believe Haydock stands for – our adaptability, our service and a willingness to work with our brokers and customers.”

Haydock Finance is an independent lessor servicing the UK SME market with net leasing in 2019 of approximately £180m.