Strategy, Branding & Identity Design

The redesigned BJF Group logo embraces a modern geometric approach, balancing innovation with brand heritage. While several options were explored, the client ultimately preferred a brand icon that spelled out ‘BJF’, ensuring strong recognition and continuity. The new logo retains a segmented styling, a nod to the previous design while refining its structure for a more contemporary, future-ready aesthetic. The geometric formation reflects quality, precision and efficiency, mirroring how BJF delivers cutting-edge solutions that optimise processes and save clients money.

To reinforce the brand’s modern identity, the colour palette was refined, shifting from the previous blue to a bold electric blue, symbolising BJF’s commitment to innovation and technology-driven solutions. This vibrant update ensures a more dynamic and future-focused look, aligning with BJF’s industry leadership. The structured, geometric nature of the icon complements this refreshed colour, reinforcing the company’s role in delivering high-performance, technology-enhanced services. By combining heritage elements with a forward-thinking execution, the new logo successfully captures BJF’s evolution while ensuring clarity, consistency and adaptability across all brand touchpoints.

The brand icon influences graphic elements seen throughout the brand with versatile, geometric holding devices for text and imagery. These elements also reference the shapes of typical construction items, such as bricks, concrete blocks and steel pillars. The graphics combined well with isolated photographic subject matter, particularly on the signage we created for display across the south-east of the UK.

We designed a suite of social media templates that incorporated the geometric styling of the new brand identity, ensuring a visually consistent and recognisable presence across all platforms while reinforcing BJF’s modern and innovative positioning. Additionally, we developed a website that clearly communicates BJF’s complete solution, structuring the user experience to highlight its end-to-end services—from initial project inception to long-term building maintenance—allowing clients to easily understand the full scope of its expertise.

In designing BJF Group’s van fleet, we adopted a minimalist approach featuring the distinctive geometric brand pattern to convey a sense of modernity and precision, further reinforcing the commitment to quality and innovation.

We created case studies that showcased real, successful projects, demonstrating how BJF Group’s services delivered measurable results and solved client challenges. Each case study was structured to highlight the problem, the solution and the outcome, making it easy for clients to see the impact of BJF’s expertise while introducing them to both existing and newly expanded services.

We developed comprehensive brand guidelines that established clear rules for all visual elements, ensuring all divisions communicated a consistent and cohesive brand identity. To support seamless implementation, we also created easy-to-use branded templates, allowing teams across divisions to engage audiences effectively while reinforcing BJF Group’s unified message and aesthetic.

The Outcome

With clearer messaging, clients now fully understand the breadth of services BJF Group provides, opening new business opportunities. The repositioning has enhanced its credibility, reinforcing its expertise and authority in the built environment sector. Internally, the revitalised brand has increased employee pride and engagement, creating a more cohesive team. Armed with a more competitive brand, BJF Group is primed to take on major London firms.