b'EMBRACING NATUREREBRANDING ESA TO EUROSEEDS. BY: MARCEL BRUINSS ince mid-July 2019 ESA has formally become Euroseeds andVG:The Euroseeds Board formally approved this change in launched the new Euroseeds website: www.euroseeds.euautumn 2018 and since then the secretariat has worked on the (same url as before). Such decisions are not taken lightly,project together with two agencies: the first one laid out the so European Seed wanted to find out more and asked Valentinagraphic charter and the second took care of the design and tech-Garoia, Manager Communications of Euroseeds for her take onnical development. The Euroseeds logo was therefore the first the rebranding exercise. step, after which we established the new layout of the website. It took some time to finetune the logo, but the creation of EUROPEAN SEED (ES): VALENTINA, WHY DIDthe first ideas went quite fast. First of all, we wanted to integrate EUROSEEDS FEEL IT WAS NECESSARY TO CHANGEthe leaf of the #EmbracingNature campaign. The agency then THE NAME & LOGO? used the background image of the campaign as basis for the VALENTINA GAROIA (VG):The era of acronyms has passed, andnew colour palette, keeping our usual light green and adding many actors in Brussels were already calling us Euroseeds tothe elegant eggplant colour. Of course, seeds couldnt miss from avoid confusions with the many other ESAs that are present inthe symbol, hence the new logo was born! the EU bubble. Hence, Euroseeds is the natural evolution to rep- We got very excited about the contemporary, elegant and resent the European seed sector. By the way, many mightsimple touch of our logo. We hope that the new look and have noticed that our email addresses have alreadyfeel will resonate with the whole Euroseeds mem-got a Euroseeds domain and so has our web- bership and that we will be even more visible in site! For these reasons, we felt it was time tofront of our stakeholders at EU level. change the name and the logo, and together with these also to revamp our website.ES: HOW DO YOU ENSURE THAT OTHER PARTS OF THE ES: WHAT IS INVOLVED IN THISEUROSEEDS ACTIVITIES [THAT REBRANDING AS I GUESS IT ISPREVIOUSLY FELL OUTSIDE OF MORE THAN JUST A LOGO ON ATHE EMBRACING NATURE FIELD] WEBSITE? RECEIVE SUFFICIENT ATTENTION?VG:Every rebranding exercise involvesVG:The aim of the new website is actu-more than just a new logo on a website.ally to better include and promote all the Together with a new name, symbol, or logo,activities carried out by the association under there is always the intention of developing a new,the Euroseeds umbrella: the databases ESTA differentiated identity in the minds of consumers,and PINTO, the Euroseeds Congress website, the competitors, and other stakeholders. Voluntary Benefit Sharing projects (now called Seeding In our case, the goal is to present Euroseeds as refreshedBenefits), and ABS regulations website. The new homepage and with a more consistent name, better aligning all the projectsoffers a better showcase of all these activities, which are also and services that we developed so far under the same look andeasier to find within other sections of the website. Their visual feel. We also aim to update the website technologies and inte- identity has also been refreshed based on the new logo. We grate all the content management systems in one easy-to-useare convinced that Embracing Nature is actually a slogan that platform. encompasses all the aspects of plant breeding; hence all our A main pillar of this exercise is the full integration of theinitiatives are like satellites orbiting #EmbracingNature.#EmbracingNature campaign in the new Euroseeds universe,Presenting Euroseeds as refreshed brand, including all both in terms of visuals, tone and messaging. That is why theservices and with #EmbracingNature as snappy and effective tagline Embracing Nature is included in the new logo. We wanttagline, is our priority for the months to come.to firmly establish #EmbracingNature as Euroseeds trade-mark and as the European seed sectors vision for an innovativeES: IS THE JOB DONE, OR IS THERE MORE TO future of plant breeding and farming! says Garlich von Essen,COME?Secretary-General of Euroseeds. VG:There is always more to come! The new website is there, By navigating the new website, you will realise that thebut as you can imagine we are still updating few minor items content is definitively better targeting our external stakeholders.and in the course of the coming weeks we will implement a few We believe that revamping our visual identity and making ourmore updates. name more self-explanatory is a great opportunity to strengthenLast but not least, we are also working on a new Members the sectors presence and image in the eyes of policy makers,Area, that will be developed during the summer months. Our agri-food chain stakeholders and other relevant audiences, espe- aim is to have it ready for the Euroseeds Congress in October. cially now, after the EU elections, a very crucial moment of theEuroseeds members can still access the old members area just by European politics. clicking on the MEMBERS AREA button on the top right of the new website. We are working hard to ensure that the transition ES: WHAT FRAMEWORK AND ADVICE DID YOUwill be as smooth as possible. GIVE TO THE DESIGNER ABOUT THE NEW LOGO?46IEUROPEAN SEEDIEUROPEAN-SEED.COM'