Last month's feature on image and branding prompted Jim Fitzgerald of Campus to get in touch and give Fuel Oil News with the story of their new image. Having undergone a period of takeover and consolidation in the past 12 months, Campus felt a new image was urgently needed. “As a company within the Stafford Holdings Group, we are building our market position as a distributor of industrial and agricultural diesel, home heating oil and petrol retailing.
In order to take our business forward a new brand image was required, so Dublin-based design and marketing company BFK Strategic Design was chosen to develop this. The new brand identity needed to reflect the corporate values now driving our development. The design company was given the following brief—the key Campus attributes to be projected are professional, active, friendly, dynamic and solid—and this must drive every application of the Campus brand identity.
To build a good brand, consistency was vital: across retail forecourts to vehicle livery through to printed literature. Key design principles were established based on the need to make a strong and clearly differentiated statement in a visually crowded streetscape."
"All Campus divisions now operate under one master brand identity and one shortened brand name 'Campus'. This replaces a range of different visual identities and sub-brand names that formerly applied. The result is a simplified and stronger master brand identity.
A primary objective in creating the new identity was to establish a brand that has strong impact within the Irish marketplace with a contemporary visual impression that appeals to customers, staff and distributors." BFK created a dynamic new symbol incorporating three coloured polygons. This contemporary symbol now provides a unique and memorable visual for Campus."
Standing out from the crowd
"BFK's anlysis of existing identity systems highlighted a preponderance of blues within the fuel and oil sector. The use of vibrant orange is intended to create high visibility for the new Campus brand and make it stand out from the crowd. The use of a vivid orange gives the forecourts and vehicles an extremely distinctive visual impact."
Fuel Oil News, January 2005