CSMA drives in ‘youthful’ identity

A new, more youthful identity has been created for the Civil Service Motoring Association by Teddington marketing communications consultancy Dowell Bush Direct.

The redesign updates the 30-year-old logo, replacing a crown with a circle of linked figures and introducing the strapline “It pays to belong” to emphasise the benefits of membership. The red, white and blue corporate colours are retained, but lettering is now lower case.

The new logo is intended to reflect changes in the Civil Service market and present a more dynamic and modern image in addition to its perception as a trustworthy, non profit motivated organisation.