Pictured above: Mark Leatherland

Nottingham design and branding agency Designmafia has taken the brave step of re-branding itself Amplitude.

"Designmafia was a bit of a Marmite name; some loved it, some hated it," said director Mark Leatherland. "And while the name had been with us for over 12 years, it no longer reflected where we are as a company. We felt the time was right for a change."

Amplitude means breadth, range or magnitude and suggests achieving excellence to the fullest possible extent.

Leatherland said that the name Amplitude implied the same sort of creative energy that Designmafia has become known for, but that it was more mature and less open to misinterpretation.

"Basically, we've taken some of our own medicine," he explained. "We took stock of where we were by talking to our clients and thinking about where we wanted to be in the coming years - and our new brand is a result of that process."

Many companies have an internal view of themselves that is different to the external view, and if the two don't match then it can limit business performance, he said.

Amplitude is a design and branding company dedicated to helping its clients' businesses develop and grow. From logo design to multiple campaigns, experience in a broad range of business sectors means it quickly understands clients' needs and objectives. Services include graphic design, branding and positioning, web design, advertising and print design, email marketing, magazine design, illustration and packaging design.

Amplitude has also moved to a more central location in Nottingham, to the new creative business centre called Antenna on Beck Street just off Huntingdon Street.