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Exclusive: BEN rebrands

BEN, now the 'automotive industry charity', has launched a new logo to represent the company in the new year.

The charity made the announcement last night at its annual charity ball in London.

The cartoon elephant, capital letters and 'the motor and allied trades benevolent fund' tagline have all been scrapped in favour of a more simple approach with its message.

Final details of BEN’s re-branding are yet to be finalised, but will be announced in the next issue of AM (January 12).

The new logo

The old logo

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