UK-leading social value specialist unveils new brand identity for future vision

UK-leading social value specialist unveils new brand identity for future vision

Leading social value specialist Social Profit Calculator has revealed a brand-new visual identity and mission statement to reflect its future vision. 

The business has changed its name to ‘Loop’, revealing a fresh, new brand identify that showcases its approach to encapsulating the true social impact of businesses’ operations on the local area and communities around which they work.

Having originally been founded in 2016 in response to the Social Value Act 2012, the business offers both consultancy and software services, with its leading social value calculator being accredited by Social Value UK. It carefully follows HM Treasury guidance and supports all recognised frameworks (TOMs, Social Value Model, 4 Capitals, SDGs).

Tom Farley, CEO of Loop (pictured above with Operations Manager Harriet Parker) said: “We are delighted to be launching our new brand, which clearly positions us as ‘the social value people’ and sets us apart in the market. We are on a mission to deliver success through social value. But more than this, we envision a community where business has a united social purpose far beyond profit. 

“Together, we make a big difference, and we firmly believe that having a measurable ‘purpose beyond profit’ attitude is the way forward and will be vital for all businesses. Our new design really reflects this by taking a more brand and people-led approach, focusing on why we do what we do, not just what we do.

“Our market is relatively new and has been mainly public sector orientated, and those operating within it are all selling similar things in similar ways, largely based around a very literal and rational approach to branding their business – in many cases naming themselves after the product they sell. 

“When examining our brand identity, we wanted to build a distinctive and differentiated brand that communicates what we stand for in a clear and simple way, around which we can build out future success. What we have now launched speaks to our mission and our vision, demonstrates both our brilliant software and people, and speaks to our whole life approach to social value too.” 

Under its new name, Loop has also relocated its headquarters from Manchester to 55 Whitefriargate in Hull city centre, where it will be in the same office as its parent company, The 55 Group. This move will allow the business to work seamlessly and coherently with the other organisations under The 55 Group, including national framework provider Pagabo and contract and risk management software company Sypro. 

Gerard Toplass (left), group CEO of The 55 Group, said: “Accounting for social impact has become a critical focus for all businesses, especially in the public sector, and the work we do makes social value more than just a tick box exercise. We have the most comprehensive software tool on the market that measures impact and calculates social value, providing our clients with a compliant, accredited, and trusted tool to demonstrate the true impact of what they do. 

“Our calculator software has been developed into a suite of tools that provide analysis of social value, plus unique functionality for various applications and clients. This is further backed up by our team of consultants, who have extensive experience and skills, which gives us unique place in the market to provide clients with seamless analysis, which in turn allows them to demonstrate their impact with their key stakeholders.

“This rebrand will allow Loop to focus on a more coherent brand structure, allowing it to work in harmony with the other businesses in our group. Collectively with all the brands under the group umbrella, the team will share knowledge, vision, and expertise as we move forwards together in introducing new technology to transform the way we do business and to make people’s lives better and easier.”

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