Formed in 1982 as Apprenticeships Plus, the newly named APlus links apprentices and trainees with employers across more than 50 separate vocations.

The objective of the project was to develop a new identity to reflect the new name, to differentiate APlus from it’s competitors, and develop an identity that represents the future of the industry and allows for extended services. The new visual identity represents the personality of the APlus brand: professional, diligent, supportive and accessible. The ‘plus’ device serves as an indicator of groups coming together to work towards positive outcomes, while at the same time alluding to the added value that the organisation offers.

Scope: Naming, Brand audit, Consumer research, Internal research, Competitor review, Brand Strategy, Brand Identity, Tag line, Stationery, Brochure collateral, Building signage, Website design and production, Brand guidelines