Merging trade unions Amicus and T&G have unveiled their new brand identity by Fishburn Hedges Design. Unite, as the organisation will be called from today, becomes the country’s largest union.
FHD is launching the brand this afternoon with a series of mock-up photos of the visual identity projected on to buildings around the country.
The name change – decided without a vote – proved controversial, even provoking senior members of the T&G union to call for a ballot on the new name at a meeting last Wednesday. Any opposition could have proved disastrous, since it has been reported that significant sums of money had already been spent on the reorganisation. However, the decision to rename was eventually ratified.
FHD, which was appointed to begin a review of the merger last summer, has created an identity it claims plays on the traditional flag imagery associated with unions but gives it a dramatic contemporary twist. The imagery will appear across a range of applications, from stationery, lapel badges and banners to signage, corporate publications and the new website.
Adrian Day, managing director of FHD, said, ‘In creating the identity we eliminated several alternatives to arrive at a design that we feel is truly unique from the competition. The visual identity is simple and clear and will be accompanied by a set of brand guidelines to ensure continuity in its application across the entire union.’