The Institution of Structural Engineers, the international professional body for the structural engineering industry, is to undergo a complete rebrand in time for 2008.
IStructE, as the organisation is commonly and sometimes confusingly called, celebrates its centenary next year and has appointed Jannuzzi Smith to review its name, branding and visual collateral. The appointment follows a creative pitch held earlier in the year.
Jannuzzi Smith director Richard Smith says the project is still in its early stages but that the organisation has been very keen to discuss which aspects of its identity are working and which aspects should be clarified.
‘IStructE knew they needed a rethink about the way they were communicating themselves, but weren’t sure exactly what needed to be reviewed,’ he says. ‘The current visual identity is a lion that was part of its original insignia, but it has become a bit divorced from some of the collateral over the years.’
The consultancy has also been appointed to undertake a redesign of the organisation’s website, which reaches members in more than 100 countries.
‘The website already has lots of content on it, such as the organisation’s journal, which goes back decades, but the site needs a thorough redesign. We will be giving it a total restructure, with a new interface as well as a new navigation system,’ Smith adds.