A new identity (and kitemark) for BSI

Consultancy SomeOne has created a new identity for the British Standards Institution, based around the proposition ‘making excellence a habit’.

The new communications are anchored by the proposition 'making excellence a habit'
The kite mark icon has been redrawn as part of the repositioning

BSI produces industry standards on a range of products, services and processes. It uses the kite mark endorsement, which has been redrawn by Someone to perform better digitally.

Someone was commissioned in October 2011 and responded to research, which demonstrated that BSI and its competitors ‘have a reputation for rather dry and inconsistent communications’, according to the consultancy.

The redrawn kitemark
The redrawn kitemark

It was also noted that the industry was ‘rarely credited with being simple’ according to SomeOne, which says ‘complicated standards, confusing technical language and complex communications were the norm’.

SomeOne co-founder Gary Holt says, ‘The solution was to create a clear positioning, that centred around the core thought of “making excellence a habit”. This was delivered by building a clear space where BSI could explain the benefit this positioning brings to their clients. One that would also help them stand out from their competitors.’

The new communications are anchored by the proposition 'making excellence a habit'
The new communications are anchored by the proposition ‘making excellence a habit’

The new identity needed to support this ‘single-minded proposition’ Holt says, and work effectively in over 150 countries and multiple languages and messages ‘presenting a new face for 21st century standards of excellence.’

A roll-out is now under way with the online rebrand being followed by literature, brochures, merchandise, ads, internal and external communications, and signage.

The new communications are anchored by the proposition 'making excellence a habit'
The new brand will need to work effectively in 150 countries

Holt says, ‘We reviewed and created a thorough copy-writing and tone of voice guide – vital for a brand that values excellence, and its ability to cut through the sector “confusing-industry-speak”. All captured and held in comprehensive and detailed guidelines.’

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