Rebranding The New Forests Company


To all NFC Stakeholders,

The New Forests Company (NFC) was founded over 15 years ago as a plantation forestry company with the vision of planting trees in deforested geography and creating opportunities for communities and individuals. Over these 15-odd years we have evolved into an organization still focused on Forest Stewardship Council™ (FSC™) -certified forest management (FSC™ C001823, FSC™ C124444, FSC™ C131488) but now also on producing treated poles, dimensional construction timbers, value-added wood products, and carbon sequestration, in addition to supporting our neighboring communities.

Our employees felt that after 15 years it was time to evolve our brand to better depict who we are and what we stand for as an organization. Our commitment to the communities and conservation whilst being commercially successful is key to our Vision and we wanted to ensure that this was reflected in our updated branding.

If we look at some of the big brands in the marketplace – such as Microsoft, Coca Cola, Apple, and many others, all have evolved their brands over the years to reflect changes in the company and society.

You may be familiar with our old logo represented below, which served its purpose well and did a wonderful job establishing The New Forests Company. However, we are ready for a change.

Evolving our Brand means staying true to our Mission and Values, whilst also growing and adapting our business and our services and capabilities.

The first objective of this exercise was to ensure we maintained some of the original company DNA, which was focused on establishing forests and building positive first relationships with people and communities. The second objective was for the brand to reflect the evolution from being primarily a forestry business to, in addition, being a timber processing and value addition organization. The third objective was to maintain our shared principles of Community, Conservation, and Commerce.

We embarked on an exercise to ensure that we were depicting the personality, commitment, and success of the organization in our new Brand.

We also wanted to determine what our Brand should portray, what the feeling our Brand would create, and how our Brand visually represents us as an organization.

The executive team went through a thorough process which identified 1) how we are viewed by our customers, employees, and other stakeholders, 2) how we respond to our markets, 3) how we compare to our competitors, and

4) what is important to us as an organization. This process allowed the creative director to create an updated color palette, font, icons and logos to be used in the evolved Brand.

Our creative approach involved a broad segment of the NFC Team and delivered the following aspects which were incorporated into our new logo:

We kept the original leaf and tree aspects of the old logo but added the prosperity and fluidity aspects in the new Brand.

We are proud to share with you, our stakeholders, the new NFC Brand below:

The secondary brand and logos which will be used on departmental communications will include the following versions of the new logo:

We thank you for your support during the past 15 years and look forward to you being a part of our future growth and development.

We are very excited to share our new look with you.

Faithfully Yours,

Darren Lapp and the NFC Executive Team

Rebranding The New Forests Company Rebranding  The New Forests Company Reviewed by AFadmin on October 15, 2020 Rating: 5

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