Brand evolution and the urban planning process have a lot in common —thoughtful, strategic, and rooted in a deep understanding of how to adapt to change while honouring the past. Just as a well-planned community balances history with modernity, B&A’s brand journey reflects a careful blend of tradition and innovation. Over the years, B&A has transformed its visual identity to stay ahead of industry trends, while keeping the core values that define its approach to urban planning and design. This blog explores the evolution of B&A’s brand, from its logo and typography to its colour palette, illustrating how each change aligns with the company’s mission to create sustainable, well-designed communities. 

Logo Evolution: A Journey from Tradition to Modernity

The evolution of B&A’s logo is a fascinating journey through our history, marked by significant milestones that reflect our evolving identity and values. 

• 1989-1994: Walker Brown Urban Consultants – we were originally known as Walker Brown Urban Consultants in our early days. The logo from this era was characterized by a traditional, professional aesthetic, typical of most professional services firm of that time. However, this identity was only around for 5 years before evolving for the first time in 1994.

• 1994-2002: Brown & Associates Planning Group – in 1994, we rebranded as Brown & Associates Planning Group when Greg Brown took over the firm from Ramsay Walker. This logo drew inspiration from the 1989 Walker Brown logo. It kept the classic serif fonts, emphasizing the firm’s established professionalism, while the stacked blocks, made to resemble buildings, highlights our connection to urban development and city building. The red accents introduced signify the brand’s passion and energy. This version helped us set up a clear and professional image, paving the way for our growing reputation in the industry.

• 2002-2006: Brown & Associates Planning Group Updated Design – the 2002 logo drew inspiration from both the 1989 Walker Brown and the 1994 Brown & Associates Planning Group logos. It kept the classic serif fonts, emphasizing the firm’s established professionalism. The red accents carried over from the last version, reinforces the brand’s passion and energy for city building and creating great places and spaces. This logo, with its blend of tradition and progress, helped to solidify Brown & Associates Planning Group’s identity as a firm grounded in its roots but ready to embrace the future. Little known fact: current B&A President, Kathy Oberg, created this logo for the firm!

• 2006-2011: Updated Brown & Associates Logo – in 2006, our logo underwent another transformation while still keeping the Brown & Associates name. The design was updated to reflect a more modern look at the time, though keeping some of the traditional elements. This logo kept a balance between the established brand recognition and a desire to be current and relevant in a rapidly evolving industry.

• 2011-2016: B&A Planning Group – a major shift occurred in 2011 when we rebranded from Brown & Associates to B&A Planning Group. This rebranding was accompanied by a new logo that introduced a serif-style font paired with a sans-serif under title. The decision to switch from Brown & Associates to B&A was in part due to a group of long-time associates poised to become partners at the firm, signifying a changing of the guard. While the intention was to keep a professional and established image, this logo faced challenges in scalability and legibility, especially at smaller sizes. The traditional serif font, although dignified, was considered outdated and did not fully represent the innovative and future-focused solutions offered by B&A.

• 2016-2022: Evolution, Not Revolution – recognizing the need for a brand refresh that would resonate with both existing and new clients while addressing some of the challenges we faced with the previous iteration, we introduced a redesigned logo in 2016. The approach was one of evolution rather than revolution. The logo kept key elements such as the lowercase “b” and “a” between the ampersand, to support brand recognition. However, the design was modernized to reflect our innovative and forward-thinking approach. It embraces the ideology of a complete community, with flow, well-planned intersections, and beautiful open spaces. This logo is open, inviting, yet edgy and modern, it is authoritative on the outside; amiable and welcoming on the inside. This updated logo communicated that we adapt with the times, offering modern solutions while staying connected to our roots. While the core “b&a” logo became the focal point, alternate variations were developed that kept the “Planning Group” wordmark. This allowed for more versatility where the logo was adapted depending on the use case. Additionally, this refresh introduced the concept of distinct colour “flags” or “backgrounds” to further differentiate between B&A’s different service areas. Each ability area was represented by a unique accent colour, providing a visual cue to help quickly distinguish between different sectors.

                           

• 2022-present: A Unified, Modern Identity – the most recent brand update brought about a bold, unified, and professional logo that truly encapsulates our brand today. The modern design connects the individual letters into a single, cohesive mark, enhancing its memorability and signifying a strong organizational structure. This latest iteration of the logo is modern, authoritative, and well-suited for the digital age. This ensures we continue to stand out in a competitive market while keeping the trust and recognition built over decades. 

Typography: Functionality Meets Distinctiveness

Typography has played a significant role in shaping B&A’s identity over the years, evolving to reflect the company’s commitment to clarity, professionalism, and innovation. 

• FS Millbank: Functional and Distinctive – prior to the latest brand refresh, our brand’s typeface was FS Millbank. Chosen for its functionality and distinctiveness, FS Millbank was designed over three years as a wayfinding font, ensuring legibility across various platforms and environments. Its range of weights refined for both light and dark backgrounds made it a versatile choice that aligned with our need for clarity and professionalism.

• 2022 Refresh: The Introduction of FF DIN – as part of our 2022 brand refresh, we introduced the FF DIN typeface, marking a significant shift in B&A’s visual identity. Known for its clean, geometric lines and industrial roots, FF DIN aligns with our emphasis on precision, reliability, and forward-thinking. This modern yet approachable typeface enhances B&A’s professional image, ensuring clarity and appeal in all communications while reinforcing our commitment to quality and innovation.

Colour Palette: Monochromatic elegance with Strategic Accents

B&A’s colour palette has evolved significantly over the years, with the most recent changes reflecting a shift towards a more modern and streamlined identity. 

• From Vibrancy to Monochrome: A Strategic Shift – historically, B&A’s primary colour was a vibrant red, symbolizing passion and energy, serving as the heart of the brand. However, during our latest brand refresh we made the strategic decision to reposition red as an accent or secondary colour. The shift to a monochromatic palette is a significant move that aligns with B&A’s brand evolution towards a more polished, professional, and timeless aesthetic. The use of black and white as primary colours reflects a sense of simplicity, clarity, and elegance; qualities that resonate with our commitment to delivering high-quality, precise, and thoughtful solutions.

• The role of Red: A Deliberate Accent – while red has been moved to a secondary role in our colour palette, its presence it still impactful. As an accent colour, red is used sparingly to draw attention to key elements, adding a touch of dynamism without overwhelming the overall design. This ensures that the brand keeps a sense of vibrancy and energy, but in a more refined and measured way.

• Alignment with Brand Values – the monochromatic black and white palette, complemented by strategic accents of red, aligns perfectly with B&A’s brand values. The clean, minimalistic approach to colour emphasizes our focus on clarity, structure, and professionalism. It enhances the versatility of the brand, allowing B&A to stand out in both digital and print formats, ensuring consistency across all platforms. This colour strategy also communicates B&A’s maturity and confidence in our identity, signaling that we aren’t reliant on bold colours to make an impact but rather on the strength and quality of our work. The refined palette supports B&A’s image as a leader in urban planning, design, and engagement.

Design and Visual Identity: Consistency and Cohesion

B&A’s visual identity has been meticulously crafted to ensure consistency across all brand touchpoints. The design philosophy behind the brand is to create a unified aesthetic that communicates our values of quality, stability, and innovation. The 2022 brand refresh further introduced alternate supporting graphics and a consistent photography style, incorporating black and white images with subtle colour overlays. The elements contribute to a cohesive brand experience that is both visually appealing and reflective of our professional ethos. 

A Brand Built for the Future

The evolution of our brand over the past 35 years is a testament to our ability to adapt and grow in a competitive landscape. By balancing tradition with modernity, B&A has crafted a visual identity that honours our legacy while positioning us for future success.