PIFSA (Printing Industries Federation of South Africa) launched its new brand, Printing SA, at its 97th annual AGM and gala dinner on 24 May at the Birchwood Hotel and Conference Centre. The new, forward-looking brand will still represent the traditions and values of PIFSA but will create a more prominent profile in the minds of the general public.

PIFSA is 101 years old this year and the organisation has a well known profile with print suppliers, customers and employees and over the years, this identity has been refreshed and revived to suit the needs of the members and the tastes of the public. PIFSA took expert advice, including that of branding expert Graham Langmead, to produce a dynamic and contemporary image for the printing industry that will establish PIFSAs continuing relevance in a world that is increasingly digital, along with a more concise and easily understood name.

To match the modernity and clean look of the logo, the slogan, Think ink. Its part of your life., is a call to action to tell the public and members that PIFSA has a renewed energy and commitment. The brand is a beginning of a new era of relevance and progress for PIFSA and the printing industry as a whole.

Patrick Lacy, CEO of PIFSA, said that through various committees, PIFSA concluded that it was time for the industry and the organisation to reinvent itself. What we have to do now is light a spark of enthusiasm in the minds of our members. We hope that the members will take this enthusiasm through to their staff, employees and that they will react with a renewed pride in their occupations. The simple result would be a better understanding in the minds of the public about what PIFSA is about, said Lacy.

Lacy explained at the briefing to the press that they needed a brand that everyone could identify with, not just members. PIFSA also hoped that the re-branding will change perceptions of the industry. There are a variety of concerns that printing destroys the environment, that it is not as effective as electronic media and so is becoming irrelevant and a variety of other concerns that arent just inaccurate but that can make it an unattractive industry to be employed in, especially for young people. PIFSA wants people to look for careers, not jobs, in the industry, and they want to communicate that print is very relevant, that it is a part of everyday life.