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Design Brief
To Design a new logo for the BCFA (British Contract Furnishing Association)
Brand History
The BCFA brand has evolved over the years and followed a traditional format in style and application. The very nature of the markets and the activities covered by the BCFA is very wide but in most aspects contemporary design is at the heart. In Board discussions the conclusion was that the brand and logo had served us well but it was now time for a complete revamp without any preconceived barriers to the design. There is a strong awareness in all markets of the name of the Association and also the name BCFA, so these would remain. The most recent logos:
2002
2007
2009
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The Problem
The brand has been modified to the extent that the letters forming the logo have been tweaked and colour modified, mainly to freshen up. But it is like any other trade association and there is no differentiation apart from the name. It also follows the route of using an acronym as the lead in the visual presentation. The elements that make up the brand profile included on printed materials and electronic formats are perhaps best described as neat and conventional but do not really inspire and are plainly institutional in feel. this. Design is at the heart of the industry and the image of the BCFA does not reflect
What We Want
The logo must include the letter BCFA The full name of the association The British Contract Furnishing Association may need to be included on occasions The term The BCFA can be considered The colour of the logo does not need to be blue
Tone of Voice
There really are no rules for the branding. We want to break free from the expected trade association image. The branding needs to take account of many things. Comments below are about the visual interpretation of the branding and also what thoughts and impressions it conveys to those who see and use it.
What it Should Be
Remarkable and surprising In tune with business, contemporary design and whats going on Retains and exudes authority Desirable for our members to use Feels safe and strong Memorable Playful? Long lasting
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Membership provides a channel where manufactures, suppliers, designers and clients can bring to the table matters for discussion, resolution or circulation to a wider audience.
The Markets
In detail the markets/applications include; hotels, restaurants, offices, schools & universities, hospitals, care homes, cruise ships, outdoor spaces, sporting and leisure venues - in fact anywhere outside the domestic housing market.
Product Sectors
BCFA members are made up of manufacturers and suppliers in the following product/service areas: Accessories, Art, Bathrooms, Beds, Carpets, Curtains, Fabrics, Fit out, Flooring, Furniture, Lighting, Interior Design, Project Management & Wall Coverings.
History
The BCFA was established in 1970. Despite the benefits of the experience of trading successfully for over 40 years the association has been dogged by a somewhat old fashioned possible old boy reputation which the most recent board and office team have fought hard to rectify with some success.
Authority
Now regarded at home and abroad as the commercial focal point and authority in a multi-million pound marketplace, the BCFA has a key role to encourage and maintain levels of excellence in design, innovation, product quality and in particular customer service.
Talking business
To improve the business prospects of its members the BCFA is heavily involved in activities that stimulate the sales process. This will provide opportunities to interface with buyers and decision makers or to give advice on the many commercial aspects of business.
Membership is a distinction that is not automatically awarded. Achieving accreditation and becoming a member shows commitment to serving the industry at the highest level. It allows access to the BCFA brand and network of services.
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