Caribbean Blinds has unveiled a new identity, which it says signals ‘a bold step’ in its growth strategy and a renewed focus on its people.

The refreshed identity removes ‘Blinds’ from the name and introduces the strapline ‘Outdoor • Shade • Shelter,’ reflecting the company’s full range of external shading solutions.

The updated logo now features a device representing Caribbean Blinds’ turnkey approach and all shading types, including vertical, horizontal and sloping. Font and spacing changes are designed to improve clarity and approachability.

The rebrand goes further. Employees are now known as ‘Shading Heroes’, with benefits designed to reward loyalty and commitment. Packages include tiered health cash plans covering dental, optician, physio and specialist scans, enhanced holiday entitlement of up to five extra days, service life bonuses and refreshed birthday and team incentives.

“We’ve gone way beyond a standard facelift,” said MD Stuart Dantzic. “In fact, we’re positioning the company for the next era and our Shading Heroes are at the heart of everything we do. They transform spaces, create comfort and help people enjoy their surroundings.

“The new identity reflects the work we do, the sectors we serve and the growth we are building for tomorrow. We wanted a brand that works as hard as our people do.”