New brand identity and marketing for Forth Road Bridge to be handled by Avian
New brand identity and marketing for Forth Road Bridge to be handledThe new brand and marketing campaign for the Forth Road Bridge, designed by Avian, has been launched.
The Dundee based communications agency was appointed by the Forth Estuary Transport Authority (FETA) which is responsible for the operation of the bridge as it felt a new brand was needed to reflect the new focus of the bridge following the abolition of toll fees last year.
Scott McCallum, client services director at Avian, explained: “This is an interesting challenge, Forth Road Bridge requires a strong brand to help define its remit but at the same time is aware of its public responsibility to manage its costs.”
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Comments
The second you think you've created a new brand and marketing campaign for the Forth bridge, you have to start all over again.
Seems a bit of a waste of public money - why does the bridge need a brand anyway? As far as the bridge's remit goes isn't that fairly simple - i.e getting people from one side of the river to the other safely.
Must be loads of other bridges in desperate need of a branding campaign. Wayne bridge maybe?
What about the Motorways? The M8 could do with a logo
“This is an interesting challenge, Forth Road Bridge requires a strong brand to help define its remit but at the same time is aware of its public responsibility to manage its costs.”
Well a line drawing of the bridge with the words Forth Road Bridge in caps underneath shouldn't have racked up too much in the way of costs, if the photograph is accurate about the new identity. Grayscale as well, good for print budgets.
I've always thought roundabouts not as well differentiated as they could be. Surely makes common sense they'd benefit from a branding campaign?
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This might stop confusion for car drivers who had mistakenly planned to use the rail bridge and vice versa for train drivers.
Wow another disaster avoided.
When you have to pay for something that you don't have much choice in using, clearly the only possible purpose of such "marketing" is to try and make you feel a little better about it. Patronising or what!?
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So it has been around ‘unbranded’ for 45 years and it may well get replaced in 11 years, as it is the victim of its own success.
So why brand it now? The only thing that I am pleased about is that they did award it to a professional design company and not the winner of yet another competition for school kids.
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