The British Footwear Association has enlisted the help of Dekko design agency to update its old identity and help it target a new membership sector – footwear designers.
Dekko’s brief was to devise a logo which would appeal to modern designers, yet not alienate more established industry figures. The result is a contemporary, yet classic identity in deep burgundy featuring the initials in a lower-case Rotis typeface.
Dekko designer Kristian Attreed says she tried to show the BFA as an established, respected organisation that is also forward-looking. “The logo had to be flexible enough to work on all sorts of materials and, because it often appears alongside other logos, have a simple, clear design,” she adds.
She explains that the BFA has been forced to look elsewhere for members. Its core membership of manufacturers has dwindled with the British shoe manufacturing industry, she says, so it wanted to update its old identity, based around a heraldic style with hints of British colonialism.