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The vfdb (Association for the Promotion of German Fire Protection) is the leading non-profit association for fire safety and catastrophe protection in Germany. Established in 1950, it has since taken on an expanding role in conducting scientific research, developing technical standards and increasing awareness for all aspects of emergency response, safety and protection in German society.
Seventy two years after its founding, the vfdb continues to be a force for innovation, but their brand identity was looking very dated. It was high time to fix that.
There were two main elements of the brand that we were asked to keep. The first was the red rooster mascot, traditionally a symbol for fire. The other was the red color. Our job was to update both, the goal being to keep continuity with the past while bringing the brand into the present and future. The new mascot features elements of a medieval coat of arms, yet also makes use of additional colors and contemporary typography to communicate the relevance of a progressive institution rooted in long tradition.
Both the vfdb membership and the wider emergency response community have universally embraced this new brand, which can be seen on the freshly updated website vfdb.de.