Advising Code 9 Group through a strategic rebrand

The objective

Ampersand Law recently advised Code 9 Group on a strategic rebrand. After more than a decade with a distinctive and well-established identity, the Board decided it was time for a refresh — a modern look to carry the business through its next chapter.

A project of this scale was always going to be a significant investment. The Group has a substantial workforce in branded uniform, a sizeable vehicle fleet, and offices across Hampshire, the Thames Valley, London, and Wiltshire — all of which required updating to roll out the new identity consistently.

The change itself was bold: a Pantone neon palette paired with the deep navy that has long been synonymous with the Code 9 brands. Settling on the final design was no easy task, with a range of strong concepts in contention. The chosen direction stood out for its interoperability across the Group's various businesses while remaining unmistakably Code 9.

How did we help?

Code 9 Group had built a brand that was both recognised in its sector and legally defensible. The refreshed identity needed to offer the same protection, which meant securing new trade marks and design rights with the UK Intellectual Property Office and equivalent international registries.

The Group has grown through a combination of strategic acquisitions and internal innovation, most recently launching a global risk management brand built on the foundations of its protective security business, and expanding operations into Western Europe, the Emirates, and the United States. That international footprint shaped the scope of the work.

Following detailed clearance searches across the relevant territories, we assisted Code 9 Group in registering its new trade marks and design rights and developing an IP strategy designed to support the Group's commercial ambitions — including sequencing filings to manage cost, securing priority dates, and ensuring class coverage flexible enough to accommodate future expansion.

With the new brand now in active use, we have continued to support the Group in deploying it consistently across the business, refreshing trade mark licences within the corporate group to ensure the new assets are used properly and compliantly.

Considering a rebrand or expansion?

If your business is preparing for a brand refresh, entering new markets, or restructuring its IP portfolio, we would be glad to discuss how we can help.

Contact us today to find out how we can help.