CPB gives DBA a taste of creativity that works

The Design Business Association is launching its new identity today at its annual general meeting.

The identity itself has been designed by Coley Porter Bell, together with a set of guidelines for its implementation known as The Brand Book.

CPB is also currently overseeing work by other design consultancies working with the DBA, to ensure projects meet the new guidelines.

The shortform title DBA is now spelled out in full on the marque for clarification, says Coley Porter Bell creative director Alison Miguel. The consultancy has also created a strapline on the Association’s letterhead reading “Creativity that works”.

“The marque is like a catalyst, representing the areas of design and business coming together. The DBA stands for forging partnerships between design and business – two partnerships in tandem,” she says.

She explains that the biggest challenge was to make the marque stand out from those of other design organisations, which generally have static identities. To this end, everything from business cards to letterheads has a curve on the bottom.

The review of the association’s identity has been headed by outgoing DBA chairman Colin Porter, who is replaced this week by Interbrand Newell and Sorrell deputy chairman Lynne Dobney.

The new board line-up also includes Lavinia Culverhouse of Design House Consultants, Andrew Hunter of Redpath Design, Shelley Murdoch of Pimento Red, Gareth Williams of the Partners, Gary Lockton of Deepend Design, Greg Taylor of Elmwood and Astrid Martin of M&K Design.