Fresh look for London Fire Brigade

London Fire Brigade is launching a new identity by Hertfordshire design group The Creative Consultancy, which will be applied across the capital in coming months.

The aim of the identity (pictured right), says the consultancy’s creative director Teresa Sullivan, is to make the brand more consistent.

According to a London Fire Brigade spokeswoman, the plan is to phase in the identity across all signage in London’s 112 fire stations, as well as on fire engines, firefighters’ uniforms and the website, as funds become available.

The consultancy won a four-way pitch to design the logo, and is also responsible for a new marque for the London Fire and Emergency Planning Authority (pictured below), which runs London Fire Brigade. The new logos are designed to separate the two identities and prevent brand confusion among staff and the public.

The London Fire Brigade identity is already in place at the service’s new headquarters in Union Street, SE1, opened two weeks ago, and at Millwall fire station in south London.

It is being applied to all of the brigade’s posters, advertising campaigns and literature and replaces an identity by Wolfströme Design that has been in use for eight years, and was applied much less consistently, says Sullivan.

To develop the logo, Sullivan asked for recommendations from LFB commissioners through to ordinary firefighters about how the brand could be made more effective.