Rebranding ridicule

PRINTER St Ives has faced ridicule after rebranding as Kin and Carta.

The firm sold the last vestiges of its printing business to marketing company Paragon this summer and now helps businesses develop and market digital products like apps. It said Kin, or family, represents its ‘emphasis on connection and collaboration’, while Carta or map refers to its ‘mission to help our clients navigate the new digital world’.

Russ Mould, investment director at AJ Bell, said the reasoning was ‘incredibly cringe-worthy’.