Electrical Safety First (ESF) has unveiled a new visual brand identity and comes as electricity increasingly plays a bigger role to help the UK achieve net zero carbon emissions by 2050.
This follows reports that even at present, over half all UK domestic fires are caused by electrical faults. With the charity’s mission propelled into more significance than ever, ESF is expanding its ambitions accordingly, to ensure people avoid deaths and injuries caused by electricity.
ESF’s new logo.
Rory Carroll, Electrical Safety First’s Head of Communications, explained: “Our new identity represents our charity’s leading edge technical expertise. It’s a radical departure from the previous brand, propelling us into the AI digital age.
“We are putting in place all the elements to ensure Electrical Safety First is there, as a resource, for everyone to safely enjoy this new electric age. Armed with the right information, people can avoid the dangers of electric shocks and fires.
“This new brand identity represents a new era of ambition for our charity. In an increasingly electric world we aim to be the go-to for expert guidance, protect users of electricity and electrical products and save lives.”
The rebrand was informed by a brand audit, comprising research gathering from key audiences and stakeholders, as well as market and competitor analysis. The branding agency, Garden, led both the brand audit and brand development project, working with ESF’s Mr Carroll.
It used AI software-supported colour analysis to aid the rebrand process before the decision was made to go with electric green, with a distinctive “glowing” effect to symbolise “power on” common amongst electronic items and to represent consumers making a positive change in their electrical safety.
ESF’s previous logo.
Sam Fraser Steel, Garden Head of Strategy, commented: “The Electrical Safety First re brand was a fascinating and important challenge, where a clearly understood and defined brand purpose has led to a strategic shift in visual identity.
“Our close collaboration with the ESF team has resulted in the creation of a dynamic and contemporary brand, that is both versatile and compelling, drawing individuals in with the allure of technological excitement, whilst at the same time effectively communicating safety critical messages.”
