EFC Introduces Its New Brand Identity
June 29, 2018
By Carol McGloganI
I am writing this article on the heels of a successful Electro-Federation Canada (EFC) conference in Vancouver. Member feedback identified that the networking, speakers, hotel and beautiful weather all contributed to the event’s success. Yet there was something different in the air that created a new energy among those who attended.
I believe the energy was created by the launch of the new EFC brand, which included an overall renewed vision and mission for EFC. Our new vision speaks to the community we represent as manufacturers, distributors and manufacturers’ reps, and the innovation and contributions our industry makes to society. Our industry “powers a changing world,” and that’s exciting for those who are in it and for potential entrants. For instance, our industry leads technological advancements for smart homes, intelligent buildings, renewable energy, e-Mobility and electrification, automation… and so many other real-world applications, making this an opportune time for EFC to showcase the exciting innovations in the industry and to promote the relevancy of our programs as they serve our members’ advancing needs.
Our new brand image, messaging and positioning reflect the key game changers in the market that members identified. Member research confirmed EFC’s strength as the voice of the electrical industry, the source for market insights, and the conduit for business relationships. These core areas have been woven throughout our new brand identity. Our messaging highlights the industry’s innovations as well as EFC’s value proposition in delivering programs that help our members grow, lead and compete in today’s Canadian electrical market.
Our new logo starts with a play on the ‘power-on button’, reversing the image to form an ‘E’ for EFC which is bold and red to reflect our Canadian roots. The overall look of our brand is clean and the messaging is consistent. (See the new logo below.)
This has been a proud moment for EFC staff and we are pleased that our members have embraced the change. In fact, our members proudly sported the new EFC attire at our recent conference.
Our new brand design will serve as a guidepost to consistently remind us of our direction, while reflecting a fresh energy and image for EFC. The heavy lifting for our renewed vision and member expectations will come from the programming and tools that EFC offers. Our brand launch continues with the development of new collateral and tools. Stay tuned for more exciting brand updates.
Carol McGlogan is President & CEO, Electro-Federation Canada.
