Our brand started out in 1985 with a yellow identity which was perfect for the time. By the mid-90s we moved to a blue palette that successfully saw us through to the last major change in 2009 and Pantone Red 032 #EF3340. This was used to good effect across printed stationery, advertising, signage, website and the spread of social media platforms.
2019 is time for change. We’ve decided to stay with a red and went with the more vibrant Pantone Bright Red. It’s an orangy, sharper and more engaging hue and works better across digital output #F93822.
We’ve pretty much dropped our full name, with the abbreviation GDA in the flat design red square now being our primary logo. It works well at small sizes like favicons. Gill Sans typeface remains for the foreseeable future but is dropped from any headings or body copy and replaced with Roboto, a neo-grotesque sans-serif Google Font designed by Christian Robertson.
A brand is an evolving marker of an organisation and how it functions. Staying fresh and noting current trends is important for any identity. Change does not necessarily mean a complete redesign, however, fine adjustments often stop a brand from becoming tired and left behind.