BMF unveils new corporate identity and strapline

Published:  16 January, 2013

The Builders Merchants Federation (BMF) has unveiled a new refreshed logo and corporate identity, which will be introduced to coincide with the organisation’s move to new offices in Coventry in February.

The BMF’s new corporate identity represents an evolutionary change and retains the brand heritage of a trade federation with a history stretching back over 100 years.

The most significant changes are the addition of the colour red to the logo, and the incorporation of the full name, Builders Merchants Federation, within the main body of the logo. Red was deliberately chosen as a bold colour to reflect the organisation’s new dynamism, while the new red, white and blue corporate colours mirror those of the national flag to highlight the BMF’s inherent Britishness, inclusivity and spread of influence.

As part of the new corporate identity programme the BMF has also changed its strapline to better reflect the vision statement first presented at members’ day in October 2012. The new strapline, 'one industry, one voice', emphasises the BMF’s role as a merchant-focused trade association and its relevance to every builders merchant and every supplier to the merchant industry in Britain.

Commenting on the process, BMF managing director John Newcomb said: “The BMF is going through a period of tremendous change, but as with the organisation itself, we didn’t want to throw the old corporate identity out and start again. In both cases we had a good base on which to build, and I hope everyone will agree that the new logo and strapline better reflects the new organisation which the BMF is evolving into.”

John Newcomb added: “This is a particularly appropriate time to refresh the BMF corporate identity and to bring it in line with our vision for the BMF going forward, as our move to Coventry already necessitated reprinting stationery and other literature with our new address and contact details.”

Guidelines for the use of the BMF corporate identity are available from Christine Harding at

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