British Dental Association (BDA), 2012-13
Work by: Michael Kyle, Martin Barker, Fontsmith
Skills: Visual identity design and brand guidelines
Applications: Photoshop, Illustrator and InDesign
In order to bring greater consistency and improved clarity to our communications we were commissioned to evolve and simplify the existing BDA brand. We renewed the BDA’s visual identity, creating a simpler series of logos, colour scheme and a new set of stringent brand guidelines.
The new logo uses the inherent simplicity of the typography to communicate our strength and authority as a trade union. Removing the enclosing curves of the previous logo allows it to breath and convey a sense of self-confidence. The new logo harks back to previous logos to provide consistency and is a evolution rather than a complete redesign.
Typefaces Trajan and Myriad are replaced by FS Sally, a confident and intelligent typeface with classical serifs and FS Albert, a friendly, rounded and contemporary typeface.
We commissioned Fontsmith to customise the logo initials ‘B, D and A’. The width of the ‘D’ is narrowed and the serifs sharpened to create a strong and elegant lettermark.
The corporate colour is freshened, changing from a dark blue to cyan and the colour palette simplified. Product colours have been defined for each of the different membership packages, and for student membership.
We reduced the number logos in use across the organisation, replacing the previous proliferation of logo variants with a member and public facing logo and four national office logos. A new set of guidelines establishes clear parameters for the use of our logotypes, style of photography and tone of voice. Delivering improved visual clarity and greater consistency in our communications.