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Logo, Brand Identity & Guidelines


Brand Guidelines




Over time an organisation’s brand identity can become 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 so this needed to be dealt with.

In the discovery phase, we highlighted that the SFRS logo was looking outdated and still identified them with the old style ‘fire brigade’ so we suggested updating it with a more friendly and modern  typeface.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.

The team are so flexible and professional to work with, offering design advice and evidence based experience to help us deliver the content in the best possible way. They then moved on to create an Infographic as part of an internal campaign to explain the complexities of the financial situation facing the Fire Service as a result of the Government’s Comprehensive Spending Review and its impact on the staff. This proved to be a complete success, especially with hard to reach personnel and became the basis of face to face discussions around this difficult subject.

Jude Russell, Communications Manager



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