The consultancy was brought in to the project about a year ago following a credentials pitch, and spent the initial six months of the project working on a new strategy and positioning.
The new branding is based around the proposition ‘helpful simplicity’, aiming to reflect the organisation’s goal to make Health and Safety more accessible and easier to deal with for its professional customers, according to Gilmar Wendt & Co.
Gilmar Wendt, consultancy founder, says, ‘We needed to redesign health and safety, as it has such a bad rep.’
He adds, ‘It’s totally detrimental to over-complicate it. For service-based businesses the need for simplification is huge’.
During the strategy part of the project, Gilmar Wendt & Co ‘whittled down’ the organisation’s audiences to eight defined groups.
Wendt says, ‘We created one overarching message but also one that’s fitting for each audience. We wanted to simplify things in an industry where everyone’s complicating things, so the graphics are like signs you can spot within a second. We had to humanise things.’
Gilmar Wendt & Co created designs inspired by ‘hazard stripes’, which it says are ‘the core language of health and safety’, using a palette of primary colours.
Wendt and design director Carina Hinze created the logo using white space of two overlapping panels, which frame the typography and ‘imply how the British Safety Council bring together context and practice’, according to the consultancy.
Gilmar Wendt & Co was also responsible for new illustrations (created by Hinze) and photographic styles, art direction and typographic systems.
The designs are used across more than 600 applications, including the British Safety Council website, monthly magazines, posters, stationery and brochures.
The British Safety Council was last rebranded around two years ago by Uffindell.