Branding refresh aims to build stronger profile for ASFP

While maintaining the ASFP’s iconic flames motif, the new logo features the flames emerging from the ASFP name. The font has also been updated to improve legibility, ensuring readers quickly gain a clear understanding of the logo with a single glance. A heavier font has been selected to emphasise the Association’s strength of voice and authority.

A new square shape for the ASFP logo offers greater versatility, while black and white in addition to colour versions ensure the branding can be used against a wide variety of backgrounds. Consistency is maintained with the continued use of the ASFP’s signature red flames matched with navy blue to symbolise the Association’s professionalism.

Launching the new branding, ASFP CEO Steve Davies declared: “The ASFP has a strong reputation as a leading authority on passive fire protection, but our research suggests that our brand is not universally recognised and understood. Evolution of branding across our products and services has resulted in a lack of consistency and added to the dilution.”

He continued: “By retaining the ASFP’s iconic flames, the refreshed logo builds on the Association’s long and successful history and its past achievements, while at the same time offering greater versatility and encouraging more rapid comprehension. The new branding aims to establish a stronger and more consistent profile which reflects the ASFP’s values of independence and authority, professionalism, technical competence and leading by excellence.”

In conclusion, Davies observed: “By building a stronger brand profile, the ASFP hopes to broaden its reach and both influence and re-enforce its position as the UK’s most trusted authority on passive fire protection.”

*For further information on the ASFP (and Best Practice advice on passive fire protection in general) visit www.asfp.org.uk