21st century look for ABF

The new logo is based on the concept of a tree, symbolising life, growth, shelter and support. ABF employed the services of creative agency REX to translate these ideas into a visually arresting graphic.

“The tree is composed of different elements that characterise the various industries with which the ABF interacts. The trunk and branches represent a person, which reflects the support that the ABF provides to individuals in need,” says REX creative director, Rudo Botha.

The logo and new name are coupled with a new positioning statement ‘Vital Support Fund,' which reflects the essence of what the ABF is.

In unveiling the new look and feel and positioning statement, Giles Shepherd, ABF president, unpacked the strategic reasons behind the change. “We felt that ‘benevolent' was old terminology that many people didn't relate to and it was time for something fresh. In addition, the people we serve know us and refer to us as the ABF. We wanted to reflect this in the new identity.

“We had a great identity in the past, but it had done its job and, like any brand, we felt the time was right to refresh our look and positioning in the market. The logo also speaks of upward motion and energy. Ultimately, it reflects that ABF is an energetic fund that supports life and people,” concludes Shepherd.

Payouts increase in current climate

The 40-year-old charitable fund provides crisis support to individuals in the advertising, marketing and media industries who have fallen on hard times. In 2008 the ABF paid grants in aid amounting to R338 000, an increase of more than 70% on the year before. This is expected to increase further this year. Funds in reserve also doubled to a little more than R1 million.

Individual membership costs R350 per year, and includes membership of Discounted Lifestyle with benefits. Corporate donors are part of the lifeline that makes the ABF possible.

Added bonuses for members of the ABF include industry networking platforms and opportunities to interact with peers.

For more, go to www.abf.co.za.