Brickman and ValleyCrest rebrand as BrightView

December 3, 2014 -  By

BrightViewBrickman Group and ValleyCrest Landscape Cos. unveiled their new name as BrightView.

The companies, located in Rockville, Md., and Calabasa, Calif., respectively, merged in June to form a $2 billion firm with 22,000 employees.

The new name and logo will not be used in operations until mid- 2015 in line with the company’s implementation plan. In the interim, both Brickman and ValleyCrest brands will continue to be used in the marketplace and customers’ properties will be served by their local teams.

The name BrightView suggests the bright views or beautiful landscapes, according to the companies. Additionally, it speaks to the bright view the organization will offer its team members in the form of opportunity and career advancement.

Although a forward-looking name, BrightView also honors the organization’s legacy brands, founders and people, according to the firms. This is accomplished by carrying forward the “B” from Brickman and the “V” from ValleyCrest.

“BrightView is more than a name; it indicates what is to come,” BrightView CEO Andrew Kerin said. “BrightView reflects our optimism for the future and our drive to create greater value for our clients. It embodies our excitement to leverage the strengths of our combined company to enhance how we care for our people, our clients and our communities. It also enables our team members and clients to take pride in trusted relationships and solutions that matter.”

Brickman and ValleyCrest partnered with branding firm Lippincott to develop the brand strategy and visual expression of the united company.

LM Staff

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6 Comments on "Brickman and ValleyCrest rebrand as BrightView"

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  1. Scott says:

    Scott’s combined comments after spellcheck:

    This is a very bad move and a very weak name. Any future company would want to purchase the name Brickman of maybe Valley Crest.

    If a company like KKR bought Coke and another beverage company for example and renamed them something other than Coke, what sense would that make to a future purchaser?

    A marketing company actually came up with this name and logo?

    Brickman is a very strong name. BrightView is very very weak.

    I would imagine all the red and brown trucks and trailers will be repainted and the new logos installed next summer.

    If this happened with the Coke example, the new owners -after buying the company from the middleman- would repainted all of their old trucks back to red and reattach the COKE name without a second thought.

    I think KKR should really think harder before going through this needless expense of rebranding.

    I hate to say it but the marketing company’s logo has two obvious problems:

    First, it’s half a tree. The thing I picture is a half-a## landscape service of job.

    Second, when I see the BrightView name followed by the new logo, the logo appears to look more like a question mark then a tree. This also raises more concerns.

    The logic behind the B being for Brickman and the V for Valleycrest is off base. It appears the marketing company was trying to make it appear like they were actually doing their homework when in fact they were (or perhaps KKR is) asleep at the wheel with no real understanding of existing name recognition.

    If they actually go ahead with this new branding initiative as indicated in this story, it will be their beginning of their end.

    A few years ago Brinks Home Security wanted to position this alarm segment of their company out of the Brink’s name with the hope to sell off that division.

    They also came up with a very weak name; Broadview Security.

    This is about as bad as BrightView. Perhaps the same marketing company was brought in.

    So Brinks went through the expense to rebrand all the trucks, uniforms, letterhead etc. Once the giant ADT came around and purchased Brink’s (Broadview) company, everything was rebranded once again -this time to ADT.

    I don’t feel you will find a giant company bigger than the Brickman Valleycrest to change the name up to.

    I would think a future buyer would rather buy one of these established names over BrightView.

    Perhaps BrightView like Broadview is an intentionally weak name so a new buyer can feel good about renaming everything his or her way.

    Back to my Coke example, a lot of name recognition is going down the drain for buyers either settling for the weak name or rebranding everything once more to their current landscape (or facility/service management) name.

    Perhaps by announcing this news with a 6 or 7 month lead time, KKR is in effect buying free advertising in hopes a would be buyer -who places value in name recognition- will be rushed to step up to the plate.

    I am on to something or am I totally off base?

    I can be reached at sctttnlsn@aol.com if anyone would like to comment on my comments.
    Scott

  2. concernedcitizen says:

    Scott,
    Turn the logo right 90 degrees. I think the designers had themselves a laugh at the companies expense.

  3. Chris says:

    This was a good move for these two companies. The Brickman & Valleycrest names have been strong through the years but with as much growth as they have seen and purchases they have made the names have suffered some. Their names currently give a feeling of quantity while the quality of the work might not be so great. The names sound big and powerful. Bright view sounds new, fresh, more quality and care. I think it will be a new start for these two but not without some pretty major growing pains. Now is the time for the smaller guys to be out grabbing up work, hiring quality people and offering better service than ever. Use this merger to your advantage. Great time for the little guy right now.

  4. Eddie says:

    Scott
    I don’t think they are thinking about or worrying about their being bought out in the future. Who is big enough to buy them? I think alot of small guys may be bought out buy them thats what i would worry about

  5. Ronnie says:

    When they work all the kinks out they will have the upper hand in the division most small companies won’t be able to compete they will get all good people because they will be able to pay higher wages stealing employees from smaller companies.

  6. I don’t know how they will legally be able to use the name. It is ready well in use and trademarked. It certainly would confuse customers even of ours who call us Brightview.