Motif unveils new look for engineering body

The Agricultural Engineers Association will unveil new-look branding and a redesigned website tomorrow, created by Motif Creative.

AEA appointed the nascent graphic design group without a pitch in November last year.

Motif managing director Stuart Spooner reports that AEA’s previous visual identity ‘was very under-styled and stagnant, simply saying “AEA” in a Times New Roman font.’

Spooner continues, ‘We were briefed to communicate the new direction for this organisation, which is trying to raise its profile and increase its political influence as part of its new five-year plan to better promote the interests of British manufacturers and suppliers of agricultural machinery.’

The marque’s rotating star motif is intended to represent the ‘various rotating elements found on many forms of land-based equipment’, according to the design consultancy.

The website is being unveiled at the AEA annual conference tomorrow, before going live at a later date.

The branding will be rolled out across stationery, directories, annual reports and signage.