Brand identity update for the General Federation for Trade Unions.

Requirement: Visual / Brand Identity


The challenge

Established in 1899, the GFTU is a national trade union centre in the UK with 35 affiliates and just over 214,000 members. Describing itself as the “federation for specialist unions”, the GFTU makes representations nationally and internationally on issues of mutual concern and provides campaigning support for affiliates. The GFTU required a new logo to replace their existing one designed in the 1970s by the legendary socialist designer and artist Walter Crane. Their brief was for us to create a strong, distinctive logo that would represent the organisation as modern and forward-thinking.

The solution

Flexibility was essential as the logo needed to work across different media, from print to web. We came up with the idea of combining the letters ‘g’ and ‘f’ to represent unity and connection between the unions represented by the GFTU. The smooth and harmonious shapes intertwine as if naturally crafted – reflecting the skills of the trades within the affiliates, and showing strength in unity.