brand consultants for the British Science Association

Following a three-way creative pitch, To The Point, London Bridge based design and communications consultancy, have been appointed to lead the rebrand project for The BA (British Association for the Advancement of Science). The first step is a name change to British Science Association. Work will include creating a completely new logo, developing and implementing brand guidelines, re-working existing sub-brand logos for many of the Association’s departments and events so that they work with the new British Science Association identity. There will also be a review of the BA’s current web presence.

Kevin Cox, Creative Director at To The Point comments; “Our client wants an identity that will work on several levels. First and foremost it has to communicate the Association’s aim of people engaging with science and make the whole subject seem more fun and accessible to the public as well as changing the perception of science only being for academics. They want a contemporary mark that makes them feel excited and proud to work for an organisation that has entrepreneurial spirit, open mindedness and vision for the 21st century. It needs to galvanise and motivate staff behind a common goal and bring unity across a wide range of activities from the British Science Festival to the CREST Awards in schools.”

The new brand will be developed with the flexibility to lend itself to programmes and events that involve diverse groups of people with little perceived interest in science. It is imperative that the new brand is engaging, impactful and motivates people to be involved with the Association and with science itself. The BA’s current array of inter-linked national programmes include the British Science Festival, taking place at a different university each year, the National Science and Engineering Week and the CREST Award scheme – the only national accreditation scheme for project work in science, engineering and technology in the UK.

Philip Wilson, Director of Development at The BA says; “To The Point’s pitch and development work has so far been extremely well received internally, and we’re looking forward to launching our new identity to an external audience in the New Year at the House of Commons. Through innovative, forward thinking ideas and a fresh approach, To The Point is developing a contemporary look which will allow us to communicate with our target market on a number of levels”.

Emily Wootton, Account Manager at To The Point comments; “There are many reasons why the BA decided to revisit their corporate identity, one of which is the misconception during fundraising that the Association is in fact BA (British Airways) which is a hurdle they no longer wish to overcome.”

The new look was launched at a VIP reception held at the House of Commons in January 2009, Ben Jackson, Head of Digital Media created a video to showcase and launch the brand, you can view it here.

For further information contact: Kevin Cox or Simon Hutton at to the point 0207 378 6999

More information on the British Science Association can be found at: www.britishscienceassociation.org