Design and roll out of a contemporary brand identity


    The National Fire Chiefs Council (NFCC) is the professional voice of the UK fire and rescue service. It drives improvement and development while supporting strong leadership. The NFCC adopts a collaborative approach in delivering sector-led solutions.

    EBY has supported the NFCC with multiple projects and websites since 2010. We created the original branding when it was known as the Chief Fire Officers Association and led on the re-brand when it changed to the NFCC.


    The NFCC has a lot of different stakeholders and found it was very challenging to keep them all engaged and on board. The organisation needed greater consistency across internal communications and a set of guidelines for the extensive use of the organisation’s logo, including in brochures, internal documents, social media, banners, exhibitions, photography and more.

    Equally, they needed a framework for external partners and stakeholders around how the logo and branding should be used. Consideration was also required around the accessibility of documents and literature being provided.


    After taking time to understand the key aims, objectives and messages for the NFCC, and map out the various stakeholders, partners and audiences, we developed a comprehensive set of brand guidelines.

    These were created with all design capabilities in mind – so they could be easily understood and implemented by people across all skillsets.

    The guidelines were supported by a variety of versatile and easy-to-use Adobe InDesign templates which covered all the standard requirements of the organisation.

    Versions were created for both internal and external teams to ensure consistency across all NFCC communications. The new branding, guidelines and templates also had accessibility built-in as standard, to ensure those important obligations are also being met.


    We created more than 50 templates and documents which ensured protection and consistency of the NFCC brand across all channels and uses – both internal and external.

    Having a bank of ready-to-use, streamlined documents saved hundreds of hours in terms of staff time. As well as the more efficient use of resources, savings running into thousands of pounds were achieved by a reduced ongoing reliance on external resources.

    Crucially, the NFCC can now meet its legal requirements in providing literature that is accessible.

    fully-accessible templates and documents

    Hundreds of staff hours saved

    Thousands of pounds saved


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