The Food and Drink Federation (FDF) moves into its new headquarters and unveils a new visual identity.
After more than twenty years based in Catherine Street in London’s Covent Garden, from today FDF will be operating from the 6th floor at 10, Bloomsbury Way, WC1A 2SL. The new location, equidistant between Holborn and Tottenham Court Road tube stations, is just ten minutes’ walk from the previous office and is ideally placed for the new Elizabeth Line (Crossrail) which will open in 2019.
FDF’s brand new open-plan offices will offer FDF staff and members a high-quality working environment including fast WiFi, great refreshments and a range of open-plan spaces and meeting and quiet rooms from which to work.
Today also sees the unveiling of FDF’s new visual identity. A new logo has been developed by design consultancy Ellipsis, following extensive consultations with staff and members to ensure the essence of the organisation was properly reflected.
The new identity sees FDF’s core colours move from red to blues and the line, “Passionate about food and drink” will also be incorporated. This was found to be the ‘DNA’ of FDF and its members. The new logo and palette are fully reflected in the design and décor of the new FDF offices.
The Scottish Food and Drink Federation will henceforth be known as FDF Scotland and their new logo reflects this. They will use the same colour palette and their web url will shortly change to fdfscotland.org.uk
Ian Wright CBE, FDF director general, said: “This is an important milestone for FDF. We are moving into brand new, openplan offices. They will be a fantastic place to work and will positively encourage collaborative working. We’re also launching our new visual identity. It’s modern and stylish and the key strapline: ‘passionate about food and drink’ really captures the DNA of this organisation and its members. Since I became DG 18 months ago FDF has been transforming itself to ensure we can fulfil our ambition to be the most effective business representative organisation. These two announcements are a substantial step towards that.”