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Staffordshire Fire and Rescue Service – Brand identity

Over time a brand identity can become disparate and inconsistent, and Staffordshire Fire and Rescue (SFRS) recognised this. Their use of the swoosh on corporate communications looked different on different sizes of communications and campaign material and they asked us to look at this. In the discovery phase, we identified and highlighted that the SFRS logo was looking outdated and still identified them with the old style ‘fire brigade’ and we suggested updating it with a more friendly typeface.

 

We subsequently optimised the ‘swoosh’ for different sizes of communications and campaign material and then moved onto creating their brand guidelines to ensure consistent and effective use.

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