GorardDean brews up a new logo

GorardDean has created a name and identity for the British Beer & Pub Association, which launches this week.

Formerly known as the Brewers and Licensed Retailers Association, the organisation wanted a more contemporary name and identity to reflect changes in the brewing industry, says GorardDean managing director Melanie Dean.

‘[The organisation] wanted its name to set out more clearly who it represents and what it does,’ adds Dean. ‘The name and identity had to be up-to-date, direct and clearly understood.’

The logo incorporates the name joined by an ampersand. ‘The broad graphic downstroke of the ampersand serves a dual role,’ says Dean. ‘It represents the flow of information and reinforces the core elements of the association’s activities.’

The consultancy’s creative brief was fairly open, and it created several different versions of the name and identity before the association decided on the final one.

It is the second name change for the association in a decade. Previously known as the Brewers Society, it became the BLRA in 1994. Its primary function is to promote the business interests of the brewing sector through advocacy, lobbying and communications.

GorardDean scooped the work after a four-way credentials pitch against undisclosed rivals.