This trade association wanted a more modern identity that would maintain some continuity and be easily adopted by its wide range of subsidiaries.

We kept the existing logo, which was redrawn by a specialist font designer so that it could be reduced, but gave it more impact by adding the arrow linking A to B. We also created ten more versions for related organisations, along with a brochure template. The client was delighted with its striking new identity – and especially pleased that we were able to retain a link to its past.

Click on the arrow to see the previous logo.

“The team rose to the challenge splendidly and the strength of the design, coupled with a clear, logical explanation of the rationale, ensured that the concepts were approved with the minimum of fuss.” Colin Beaumont, director general, BIFA.