AFC Fire - Brand Design

AFC Fire (formerly AFC Fire & Security) came to us at a time when we were growing a lot.
They were starting to work with bigger housing associations and wanted a brand that looked more professional, had a clearer message, and was strong enough to compete with national-level brands.
Their old name had worked for them, but it no longer fit with where the business was going. They wanted something that was clean, modern, and easy to recognise, but that also felt useful and grounded in their field.

We started with a deep brand discovery session to learn what made AFC Fire stand out: their consulting-led expertise, their passionate approach, and their desire to make a complicated field clearer.
After that, we talked about how the brand should look, feel, and act to attract the clients they want, especially the G15 housing associations and local governments.
We made a new logo with modular shapes that lets the brand grow as it adds new services. A new colour scheme, clear typeface, and organised layout system made sure that the identity could be used in digital, print, and on-site settings.
We made a short but strong brand guideline that covers how to use the logo, what colours to use, what typeface to use, how to lay out pages, and how to speak. This will help us stay consistent over time. This gave the team a set of tools they can use every day without having to guess.

• Updated logo: A simple, modular mark that is easy to remember, scale, and recognise right away.
• Colour: A strong red and a confident dark blue, along with an easy-to-read type system, make up the colour and typography system.
• Brand Guidelines: A structured document that lays out the rules for logos, spacing, colour values, brand voice, and design clarity.
• Vehicle and Uniform Application: Make sure that all of your vans, PPE, signs, and paperwork look the same.
• Office signs: a new, unified look that goes with the new brand.

Every part was made to look professional, trustworthy, and in line with what bigger clients expect.

AFC Fire now has a brand that shows who they are now and where they want to go.
It’s cleaner, more unique, and made to help them reach their goals as they take on bigger projects and work with more people.