The Confederation of British Industry is to go live with a new brand identity in July, designed by Enterprise IG for a five-figure fee.
The CBI says it will not be changing its name, but is redesigning its logo and would not rule out the possibility of a redesign of its website. Its present logo has been in existence since 1980.
The CBI, which does not operate a design roster, had been considering a name change (DW 4 August 2000). However, it has been decided that the name will remain because “the CBI brand is internationally renowned so we would change the name at our peril”, says Nelson.
The CBI initially approached 12 consultancies for the job last year. Enterprise IG and Interbrand went head to head for the business via informal credentials presentations.
CBI rebranding project manager and director of public affairs Audrey Nelson says the new logo, which “won’t have a grand launch”, needs to be updated to reflect where the organisation, which represents UK employers, is at the moment. “The CBI has moved on in the last 20 years. We represent all sorts of companies working in industries from manufacturing to information technology,” she says.
“The brief is a blank piece of paper at the moment, but what we do know is that Enterprise IG has to come up with a logo that will be good for us for another ten to 15 years.
“We cannot afford to change our logo all the time, which is why it has to last and which is why our design budget is quite modest. And because implementation of the designs will be evolutionary, the knock-on costs will be kept to a minimum,” she says.
The CBI in-house design team will be involved in the implementation of the final design.