Design Challenge and Design Ideas

Although IDA Ireland, our national agency for Foreign Direct Investment, has existed for 75 years and is a leading force in its own right, a refreshed brand strategy and identity were proven to be needed. The old brand was seen to be old-fashioned, lacking a brand system and not fit for contemporary digital audiences; moreover, it was no longer reflective of the organisation’s positioning or ambition.

The creative challenge we faced when undertaking this comprehensive rebranding initiative for IDA Ireland was to create a best-in-class, modern, and future-proofed identity that would distinguish IDA Ireland in the marketplace. This new identity aimed to position the agency as a global Foreign Direct Investment powerhouse and a national treasure.

How the brief was fulfilled

A fresh and modern identity
The new logo was a central element of this transformation. Taking inspiration from Ireland’s iconic shamrock and evolving it to capture what IDA Ireland is truly about — the partnerships between the IDA, the people of Ireland, and the global businesses operating on the island. This new symbol evovles from the hexagons of the old brand, capturing the transformation of Ireland’s core capabilities from technology and industrial manufacturing into molecular technology, biologics, advanced manufacturing, and beyond.

A proudly Irish typeface
Typography played a crucial role in the rebranding effort. The ‘IDA Ireland’ letterforms were meticulously designed to balance a business-first approach with a subtle Irish lilt, nodding to Ireland’s rich heritage while looking towards the future.

In close collaboration with typographer Bobby Tannam, we meticulously fine-tuned letterforms, numerals, and glyphs to strike the right balance, avoiding the creation of something overly generic or overly ‘twee’. A distinct feature of our approach was the introduction of alternate characters, enabling users to inject a more pronounced Irish influence into headlines and communications when needed. This playful customisation extended to a family of type-weights, offering versatility and conveying different tonalities and typographic distinctions.

We also developed the type weight ‘Sonas Sans Text,’ a specialised and accessible font crafted for body copy to enhance legibility and to encourage brand consistency. This shift from the generic fonts previously used, effectively captures the essence of IDA Ireland as a business-first organisation with a modern Irish heritage.

Owning green in a digital landscape
Colour selection was another critical aspect of the rebranding process. The bright and dark greens chosen for the brand’s colour palette drive greater resonance in digital platforms and applications. Recognising the evolution in IDA Ireland’s communications since the last rebrand in the 1980s, the new green hues were carefully adjusted to enhance functionality and to resonate with digital audiences.

A new era for IDA Ireland
The refreshed brand and branded communications have provided IDA Ireland with an opportunity to engage in new conversations, attract greater attention, and showcase the numerous opportunities and success stories that have unfolded over its history.