Our work for Fáilte Ireland
BFK created the corporate brand identity of Fáilte Ireland: the National Tourism Development Authority, which was formed by the merger of the former Bord Fáilte and Cert, the catering and tourism training agency. The role of this new authority is to support and help the industry to meet the challenges facing the tourism market, to sustain or increase the level of activity in the sector and to support the industry in its efforts to be more competitive and more profitable.
We worked with CEO Shaun Quinn, to develop this new brand identity. Our brief was to develop a distinctly corporate-style brand identity that would stand apart within a sector dominated by marketing-led brand identities. This is an identity for a top-level, strategy-setting Authority. It is not analogous to the myriad national, regional and local tourism product identities within this space. Therefore, the visual aesthetic of the brand identity is intentionally sophisticated and professional.
The new symbol is formed from three curved symmetrical three-dimensional shapes interlocking to form a sphere. Their interior negative shapes create the silhouette of a shamrock. These three shapes represent the concepts of people, pace and place: the organisation’s agreed attributes of Irish tourism.
This identity benefits Fáilte Ireland by giving the authority a strong platform on which to build communications to various stakeholder audiences. In its early days it also served as an important rallying point to help weld together these two, then very distinct organisations, during their merger.
We completed our brand identity project with Fáilte Ireland by developing comprehensive brand identity implementation guidelines and a literature framework system to meet ongoing communications and graphic design needs. Our identity guidelines go into detail, not just on typical graphic identity elements, but also on how the identity should be managed when communicating to different stakeholder groups, for example: