In 1961, VBA established as the Society of Investment Analysts. Today the association represents the interests of a wide range of investment professionals. With over a thousand members working in different disciplines within the financial world, from big banks and institutional investors to small brokers and private asset managers. As a professional trade organization, the VBA has its own code of conduct for its members and offers training.

Reason for repositioning
VBA wants a younger domain claim, without alienating the existing membership. Continue to present themselves more actively in the financial sector and the relationships with various players in the explicit own profile.
VBA is the view that financial soundness is the basis for an economically healthy society. According to the vision of VBA investment professionals have a great responsibility for both their company and the social context in which that company operates. For their functioning are continuing education and connection with the surrounding world essential. A good reason not only trade association uniting its members, but also facilitates links with the financial environment.

These qualities are clearly developed at a high level. They are the reason instalations an active presentation - the reason for the repositioning.

Creative rationale
VBA as a professional association promoting the quality and integrity of investment professionals in the Netherlands. It provides a platform for exchange of knowledge for its members and plays an active role within the investment industry in the Netherlands.

Rationale name, descriptor and pay-off

VBA stands for brightness, clarity and openness. The association wants to renew and visible. Strength, confidence in the future and an energetic attitude fit that. VBA stands for professionalism and a no-nonsense policy. Principles for funding are: functional, focused, efficient and transparent.

Rationale name, descriptor and pay-off
VBA is a household name. The familiarity in the audience - and perhaps beyond - is enormous. Communication is concise, personal and modern by the descriptor should be shortened to "VBA investment professionals. This also supports the "repositioning" of the association.

The standard in quality and integrity
The communication to VBA visible and recognizable. The two core values that can strengthen and this is highlighted by the introduction of this new pay-off.

Tone of voice and tone of visual
For the discipline the tone is professional, clear, practical and sober. Internally, the association operates a personal, warm and human. The visual identity emphasizes this idea in the form of a clear unadorned style. Word mark and resources are characterized by a distinctive visual style with a communicative approach.
Furthermore the means are characterized by a functional approach: they are substantive, readable, communicative and have a clear text hierarchy.
The choice of the two contrasting fonts Plantin, a classic font with a modern cut, and Kievit, a modern and professional sans-serif font, representing the old and young generation within the association, and also helps to identify different levels of text.
The 'standard' corporate blue color of the old style changes in Petrol Blue. This confirms once more the corporate nature of the association, while other subtle way more personality.

To make communicative style and substance is a mixture of cross-media website, magazine, brochure and events created. Portraits of key individuals and statements to complete the communication message.

For more information please contact Dmitri Berkhout:dberkhout@totalidentity.nl