The Giftware Association (GA) has unveiled new branding which aims to position it as a contemporary authority for the gift and home industry.
Paul Felton, the designer responsible for the new look, said it both recognises The GA’s 68-year heritage and reflects the association’s progressive outlook.
He added that The GA chief executive Sarah Ward had found early memorabilia in a drawer in her office featuring the prancing horse, which was bound up in the early identity of The GA. The gift horse is now back – redrawn and modernised in the new coat of arms. And the heart of the logo has been crafted to give the appearance of a crown and a gift. There are also a few subtle nods back to the previous identity with the ribbons and the circle and the date when The GA was established.
The brand has a new colour palette too. There is also contemporary stone-carved typography with new typefaces Elkan Sans and Percy Sans, in tribute to two of the founders of the association, Elkan Simons and Percy Sweeter.
The branding will be rolled out to design deposit certificates and membership certificates. The Gift of the Year competition will also be given a greater GA brand identity.
The GA chairman Henri Davis said: “This rebranding is the first visual signal that shows what a modern, vibrant and relevant organisation we can be within the creative spectrum we work in – the gift and homeware industry.”