INNOVATION September-October 2017

F E A T U R E

WE ARE ENGINEERS AND GEOSCIENTISTS BRITISH COLUMBIA

AS WE APPROACH 100 YEARS, BC’S ASSOCIATION FOR ENGINEERING AND GEOSCIENCE PROFESSIONALS IS INTRODUCING A NEW, MODERN FACE TO THE WORLD.

included engagement with members, stakeholders, and the public. Members were kept informed through regular updates in association communications such as Innovation , and at association events. Below, we have answered a few of the most common questions regarding the new brand. WHY DOES THE ASSOCIATION NEED A NEW BRAND? WHY NOW? The drive to develop a refreshed brand grew out of a desire for greater recognition for the professions and the association, and a need to modernize the brand to reflect the values that members said were most important to them—ethics, excellence, and progress. This is accomplished through a simplified business name that emphasizes the names of the professions, rather than an acronym, and a modern visual identity that better reflects today’s members. In addition to raising the profile of our members and the work that they do, these changes will also support our goal to be seen by the public as a progressive regulator that works in the public interest. WILL MY PROFESSIONAL SEAL OR CERTIFICATE CHANGE? No. While our business name has changed to Engineers and Geoscientists BC, our legal name remains the Association of Professional Engineers and Geoscientists of the Province of British Columbia, and professional seals and certificates will continue to be issued under this name. WERE MEMBERS INVOLVED IN DEVELOPING THE BRAND? Yes. Consultation was an integral part of this process, and included engagement with members, stakeholders, and the public over a three-year period through surveys, focus groups, and interviews. A working group of members led the development of the brand, and Council approved the new name and logo.

On August 23, 2017, the Association of Professional Engineers and Geoscientists of the Province of British Columbia unveiled an updated brand identity. From now on, the association will be doing business as Engineers and Geoscientists British Columbia. With the new name comes a new visual identity and a new logo, and—most importantly—a clear strategy for expressing what the association and its members are: modern, progressive, diverse, and practising to the highest professional and ethical standards. The transition to the new brand began in 2014, and was a key deliverable of Council’s 2014–2017 Strategic Plan : to develop and implement a brand strategy for the BC engineering and geoscience professions, and for the association. Consultation was a cornerstone of the brand development process, and

Brand identity guidelines were created to help establish a consistent and impactful visual expression for our brand. This document articulates the elements that make up the brand, including sample communications that demonstrate the brand elements in use, and templates that are used for creating specific communications.

1 2 S E P T E M B E R / O C T O B E R 2 0 1 7

I N N O V A T I O N