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The brief > The CBI were in the process of a Marketing Communications review, this included the visual identity and related collateral. At the time there was little consistency of presentation and a lack of confidence internally presenting to the various audiences of the organisation.

The solution > Working with consultative research findings and making use of a communications audit, it was decided to refresh the CBI logo, giving it renewed prominence visually using colour and it’s positioning. The visual identity was updated, including a strategy for different channels of communication based on the audiences being approached. All these updates were introduced by a board-level operational brochure and a toolkit for preparation of communications with designers.

The operational brochure took its theme from the work that CBI carries out, that threads throughout British industry. Showing different industry facets, the ‘Voice of Business’ strapline is shown as an integral part of these scenes. The toolkit had a more functional feel with a cover that focused once more on the ‘Voice’ but showing the integral ‘workings’ of the visual identity inside that motif.