Zibrant will promote the venue finding, event production, incentive travel and reward and recognition services of the individual outlets.
The Zibrant brand, developed by creative agency Carter Wong Tomlin, was launched at an event for the media on 8 September at the Royal Exchange, London.
Zibrant event and communications director Christopher Parnham said: "I am very proud of the way our new Zibrant brand portrays how our group of companies has moved forward this year.
"The vibrant and fresh character of the brand is a true reflection of how we have developed our existing and new services to deliver a one-stop-solution for the total event experience.
"The freshness of Zibrant is demonstrated in the way our teams are proud to deliver a service that delights clients with a focused and creative approach. Zibrant is all about being brave, being the best and being first."
A restructuring of senior management took place before the launch with the appointment of Richard Boothroyd as finance director and Eleanor McDermott as client services director. McDermott joined the company from AMEX in Milton Keynes where she was responsible for a flagship 200-seat call centre operation.