NOORD creates new brand identity for BFU
To better reflect its status as a center of excellence for accident prevention, the AAIB is gradually adapting its brand identity this year. The new image is intended to be simple, visionary and nationwide.
In addition to the formal simplification to a new logo version valid for all national languages, the AAIB conveys the cohesion of the language regions. As the Swiss competence center for accident prevention, the AAIB is committed to safety throughout the country. In the new logo, the three names are united nationally, cross-linguistically and collectively. Based on the position of the language regions on the Swiss map, the three names appear slightly offset one above the other. Like a seal of quality, they will make the AAIB recognizable as a catchy word mark in the future.
With the new brand identity, the BFU is also adapting its color scheme. The existing colors green and orange will be more forward-looking and somewhat cooler. In this way, the AAIB wants to better reflect its status as the Swiss competence center for accident prevention. The colors are calm, scientific, competent and visionary.
At the same time, the BFU creates a new image world. This works with different zoom levels. In corporate communication, which reflects a well-founded overview, images are used from a bird's eye view. For deeper and more specific analyses, the images zoom in closer and closer to what is happening.
The new appearance is also a return to existing values of the BFU. The newly created word mark is based on an element of an earlier BFU logo. The agency Noord from Bern is responsible for the development of the new brand identity.
For economic and ecological reasons, BFU refrains from a big bang when introducing the new brand, but implements it on an ongoing basis. Existing publications and business documents will continue to be used and gradually renewed. The website will be completely redesigned with the relaunch by late summer.
Responsible for the new brand identity on the part of AAIB Jürg Beutler (Head of Communications, Member of the Executive Board) and Marc Bächler (Project Manager, Head of Publications Department) as well as on the part of Noord Nicole Trasatti (Branding Strategy/Partner), Roger Mazzucchelli (Creative Director/Partner), Lorenzo Geiger (Senior Designer) and Simon Baumann (Designer).
