BCFA Logo Competition 2012

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

Current from 2011

Current from 2011

Current from 2011

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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

What it Should Not Be

Trivial A gimmick Obvious and contrived Page 2

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Too literal in relation to the markets, products and BCFA activities

The Competition What to Do

Firstly you must register your interest in the competition by contacting mary@thebcfa.com You should present no more than 3 designs The format should be Jpeg or PDF Send your designs to mary@thebcfa.com Competition deadline 30th April 2012 Ensure that all entries submitted have your contact details, full name, college, course, email and a daytime telephone number.

The Competition - Rules

The copyright of all designs submitted remains with the BCFA The BCFA is under no obligation to use the winning entry. The competition is open to all students in further education either part or full time studying a recognised graphic design course/

The Competition Prize

A single prize of 500 for the winning entry

Our Target Audience

BCFA members Potential Members any company that meets our membership criteria that trades in the Markets and Product Sectors of our existing members. BCFA member customers specifiers, interior designers, purchasing officers from across the commercial sectors our members supply. Influencers in Government, Politics, Regulatory bodies Exhibition Organisers, Partners, UKTI, Sponsors, the Media

About The BCFA see www.thebcfa.com

The BCFA and its Membership
The BCFA is the industry body for the furnishing and commercial interiors market. The BCFAs main objective is to support members in matters that they alone may not be able to do and supplement their own activities when necessary Membership itself is a status that is earned by a company and an acknowledgement that the standards met have reached the criteria set by the Association. It includes a commitment by senior management to foster throughout their company excellence in design, innovation, product quality and customer service.

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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.

The stated mission of the BCFA is:

Promote UK based designers manufacturers & suppliers of contract furnishings. Encourage exceptional standards of service, innovation, and product quality. Foster the industry by networking, lobbying, exhibitions, publications and Professional Development. Provide independent, authoritative advice on key industry issues. This is expressed in our marketing materials as follows:

A global business association

The BCFA is a global business association for the contract furnishing industry, covering the full spectrum of interior products and services. Its members are leading manufacturers, suppliers and designers of furnishing services for commercial buildings throughout the UK and in many world markets. They 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.

Quality means value

The criteria for achieving membership is based on quality, quality in every activity that leads to a great customer experience and gives real value.

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.

Earning the distinction

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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.

How the BCFA supports its members

Representation We work in collaboration with other associations in the UK and overseas to influence opinion, and lobby government on our members' behalf. This can be on political issues, technical aspects of legislation and standards, and most importantly opportunities for business development. Business information Reliable and consistent information is often difficult to find, particularly on market conditions and business opportunities. We provide up to date commercial research on the market in weekly news bulletins, with further in depth reports on a regular basis. Detailed statistics are collated analysed and distributed regularly so members can compare their performance against market trends. Benefit partners Through a range of service partners we are able to obtain preferential rates on a range of products and services for our members. Education and training The BCFA provides an essential link between industry and education. We work to ensure that the skills required by employers are provided through training and appropriate qualification at the highest level. Advice and help We provide a range of valuable advice to help members improve their business performance. Having a contact point with access to good advice is always reassuring. Networking There are many networking activities to provide members with the opportunity to entertain their clients both formally and informally. Marketing Members products and services are promoted via the web site, publications and at exhibitions and events worldwide. The web site is a focal point for buyers and specifiers to search for the latest products and keep up to date. Close links with the Interior Design Association (IDA) help to develop commercial opportunities. A unique relationship not found anywhere else.

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