self assessment.



ALARM is the membership organisation for those involved in the management of risk.

The new brand identity has received great comments from our Directors, members and sponsoring partners.

The Brief.

ALARM invited r//evolution to review its brand identity in line with its business need and to recommend how the organisation is best positioned to meet the needs of its members and others within the risk management profession. The brand review included assessment of the organisational strapline, as a key positioning statement. 

The brief was an open one – with a clear remit to deliver dramatic change if such change was found to be needed.

The Solution.

r//evolution's branding team undertook competitor brand analysis before running a one-day branding workshop with a representative group of ALARM members. The workshop investigated current brand perceptions, aspirations and the organisation's strategic goals. The existing brand identity was examined, looking in detail at its various applications across digital and traditional channels.  

The findings of the competitor analysis and workshop were collated into a creative brief, agreed by the client before the brand development process began. Working across both the visual branding and key messaging, a suite of creative solutions was developed and presented to the ALARM decision makers. Following further feedback subtle changes were incorporated into the selected brand solution before presenting the final solution to the ALARM Board. 

The new ALARM brand reflects the organisation's position and strategic objectives. The stripped back letter ‘A’ creates an asterisk device – representative of ALARM's focus on the important issue of risk management. The logo elements are adaptable, with a range of applications capable of being used on multiple platforms.  

The colour palette consists of 6 bright contemporary colours, twinned with a neutral grey, a strong complementary shade to be used primarily for text. The palette is widened by including a selection of percentage tints that can be used creatively throughout the brand collateral.

The new strapline, 'embrace risk' concisely conveys the energy and enthusiasm of the ALARM membership. 

The new brand identity was unveiled at ALARM's National Conference in June 2018, and it now being rolled out across all communications channels. 

ALARM approached r//evolution to assist with replacing our existing website and redevelop our existing brand, the aim being to bring it up to date with a fresh and modern feel.  From the initial telephone contact, through to the completion of the branding work, every member of the r//evolution team we have dealt with has been helpful, friendly and professional, offering advice and help throughout the journey.

They have been a breeze to work with, assisting us to articulate what we wanted out of the branding exercise.

Wayne Rigby
Finance Director
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