Bass reveals global branding
Bass, the hotels, restaurants and pubs group, is to change its name to Six Continents.
The proposal was put forward by the board of directors and is subject to shareholder approval at an extraordinary general meeting on 20 July.
The new name, if accepted, would be used from 30 July. Rights to the Bass name and its red triangle symbol were sold along with the Bass Brewers business in August last year. A condition of the sale was that Bass plc should stop using the name Bass by 21 August 2002.
The company said: "Six Continents was selected for its representation of the global spread and aspirations of the group, which operates in nearly 100 countries across six continents."
The new identity has been created at a cost of £375,000. Chief executive Tim Clarke said: "Today we are no longer a brewer, but a global hospitality group, with a clear focus on international hotels and leisure retail. Six Continents is a name which emphasises the global spread of the company."
