The Australian National Retailers’ Association (or ANRA) changed its name last week to the far snappier and memorable Retail Council. A press release says this was done to "strengthen the organisation’s objective to advance retail", but the need for a namechange was probably exacerbated by the existence of both an Australian Retailers Association and the National Retail Association. The brand development and visual identity was done by Sydney-based agency Hulsbosch.
The Retail Council advocates on behalf of the major retailers in Australia and describes itself as "the voice of Australia’s top retailers". The new red logo is described as "bold and confident" and used extensively on all collateral.
From a press release
"Sydney: The voice of Australia’s top retailers, Australia National Retailers Association (ANRA) has today launched a new brand identity created by international and national award-winning brand agency, Hulsbosch. The new name and visual masterbrand, Retail Council will be integrated into all collateral for communications with internal and external stakeholders.
The policy and advocacy group has been in operation for eight years and members currently include 15 of the 20 top retailers in Australia, including Best & Less, Big W, Bunnings, Co-Op Bookshop, Costco, David Jones, Dymocks, Forty Winks, Harvey Norman, Just Group, Luxottica, Masters, Petbarn, Super Retail Group and 7-Eleven.
The Hulsbosch brand solution was powered by the collaboration of Australian retailers and the Retail Council. Its main purpose being to advance the retail industry in Australia, promoting the Retail Council as a professional organisation with an experienced team, committed to a category that significantly contributes to the Australian economy.
Hulsbosch created a brand blueprint that underpins all brand communications. From these extensive plans Hulsbosch developed a tone of voice that captures the spirit of the Retail Council and its aim - to advance Australian retail with a strong voice for its members. This messaging is the foundation of the visual language with vibrant colours and typography bringing the Retail Council brand to life.
The new Retail Council brand confirms its position as an advocate of industry issues and public policy. It endorses the status as the primary body representing the retail industry that contributes to the development and support of public policy that would boost productivity, support employment growth, foster a competitive environment and ultimately make the sector stronger.
Hans Hulsbosch, Executive Creative Director, Hulsbosch commented today “We have created an engaging brand story for the association with a distinct icon that talks to the idea of leadership and advocacy. It is made up of a collection of parts that together make a whole. This represents the association’s voice being stronger in the industry when heard as one: Stronger Together.
The new logo stands out from the crowd with a dynamic use of the colour red, which is responsive to retail needs, pure and simple. Its bold and confident, and the execution is a powerful stamp of inclusion and community.
The vision reflects the Retail Council’s future-forward position as retail continues to transform. Through times of change it affirms a perception of strength and positioning as the clear leader in the business world of retail.”"