PPA turns to Anderson Norton for rebrand

The Periodical Publishers Association has appointed Anderson Norton Design Associates to revamp its brand identity.

The London consultancy won an unpaid three-way creative pitch in December, following an invitation to tender from PPA chief operating officer Sarah Tunstall, whom the group has previously worked with.

The rebranding of the trade association, which supports the magazine publishing industry, intends to reflect the shift to digital platforms that its members have kick-started, while maintaining a focus on print.

Creative director of Anderson Norton Design, David Norton, says, ‘This is a wide-ranging project that is really important for the magazine media industry both visually and in terms of what the brand represents, especially considering the online magazine environment and the implications for the industry.’

Under the brief, the PPA intends to drop the ‘Periodical Publishers Association’ in favour of its acronym and will install a new strapline that will convey the breadth of its media remit.

Norton says that the group is still in the process of developing the final visual identity, but that it has it down to a choice of three. The final identity, which is expected to shift away from the existing PPA red and white, will be unveiled in the next couple of months.

The resulting visual brand language will be applied to a suite of promotional literature and membership touch points. The organisation is also thought to be considering its digital strategy in conjunction with the rebrand.

Anderson Norton Design is also working on marketing materials for a conference in May for the International Federation of the Periodical Press in London.

A Periodical Empire:

• PPA represents 80% of the UK magazine market, counted by turnover

• Almost 300 companies are currently in membership, representing about 2500 consumer, business and professional magazines

• It also produces a range of directories and websites, in addition to organising conferences, exhibitions and awards

• An increasing number of its members have TV, radio and digital brands linked to their publishing interests