Login BC Identity

To address the imminent shortage of skilled workers in BC’s forest industry, a committee of stakeholders of BC’s forest and logging industry engaged Tugboat to create a multitude of communications materials. The most urgent requirement was a new and vibrant brand and visual identity that reflected potential, possibility and place.

As the brand would exist predominantly on the web, that place would be Login BC.

Tonality and approachability were mandatory deliverables. The new identity is simple, clear and progressive. Positioning exercises resulted in Find yourself in BC’s Forests as the new tagline.

Key to the identity would be creating an instant connection between the name and the purpose. This was delivered through the use of a double pointer to reference a tree. The inference is immediate. “This is something I click on and it has to do with forestry.”