28 SEP 2021


Social value specialist Social Profit Calculator has revealed a brand-new visual identity and mission statement to reflect its future vision.

The business has changed its name to ‘Loop’, revealing what it describes as a fresh, new brand identify that showcases its approach to encapsulating the true social impact of businesses’ operations on the local area and communities around which they work.

Having originally been founded in 2016 in response to the Social Value Act 2012, the business offers both consultancy and software services, with its leading social value calculator being accredited by Social Value UK. It carefully follows HM Treasury guidance and supports all recognised frameworks (TOMs, Social Value Model, 4 Capitals, SDGs).

Tom Farley, CEO of Loop, said: “We are on a mission to deliver success through social value. But more than this, we envision a community where business has a united social purpose far beyond profit. Together, we make a big difference, and we firmly believe that having a measurable ‘purpose beyond profit’ attitude is the way forward and will be vital for all businesses. Our new design really reflects this by taking a more brand and people-led approach, focusing on why we do what we do, not just what we do.”

Under its new name, Loop has also relocated its headquarters from Manchester to 55 Whitefriargate in Hull city centre, where it will be in the same office as its parent company, The 55 Group. This move will allow the business to work seamlessly and coherently with the other organisations under The 55 Group, including national framework provider Pagabo and contract and risk management software company Sypro.

Gerard Toplass, group CEO of The 55 Group, said: “Accounting for social impact has become a critical focus for all businesses, especially in the public sector, and the work we do makes social value more than just a tick box exercise. We have the most comprehensive software tool on the market that measures impact and calculates social value, providing our clients with a compliant, accredited, and trusted tool to demonstrate the true impact of what they do.

“This rebrand will allow Loop to focus on a more coherent brand structure, allowing it to work in harmony with the other businesses in our group. Collectively with all the brands under the group umbrella, the team will share knowledge, vision, and expertise as we move forwards together in introducing new technology to transform the way we do business and to make people’s lives better and easier.”


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