Brand FAQ

  • 1. Why does the association need a new brand? Why now?

    The drive to develop a refreshed brand grew out of a desire for greater recognition for the professions and the association, and a need to modernize the brand to reflect the values that members said were most important to them – ethics, excellence, and progress.

    The initiative began in 2014, and was a key deliverable of Council’s 2014 – 2017 Strategic Plan. The strategic plan outlined specific goals and objectives around branding, including the goal to develop and implement a brand strategy for the BC engineering and geoscience professions.

    Our new brand has been implemented to better reflect Engineers and Geoscientists BC’s role as a progressive regulator that works in the public interest, and to raise the profile of its members – engineering and geoscience professionals.

  • 2. What does the logo mean?

    The diamond shape of the logo is representative of both the natural and built world that engineers and geoscientists work within. The lower half is symbolic of what lies below the surface and the upper half, the built environment that lives above the surface.

    The diamond shape is also representative of the precision and outstanding quality of our members’ work – the pinnacle of excellence: the coming together of geoscience and engineering and the care and unity we have with our natural environment.

  • 3. Why does the association need a new name?

    Our new name is meant to raise the profile of the professions themselves, and clarify the association’s role.

    Previously, being known by the acronym “APEGBC” led to low recognition amongst the public and stakeholders. For example, staff and volunteers would often be asked “what’s APEGBC?” when they were at public events or engaging with stakeholders. It seemed that unless we were speaking to members, or someone who works regularly with the association, very few people knew what APEGBC was.

    This reaction wasn’t necessarily improved when the full name was used (the Association of Professional Engineers and Geoscientists of BC), because the word “association” also caused some confusion. It led some people to assume that APEGBC was a private club, or an independent group under the Societies Act – not a regulator responsible for maintaining public safety with respect to two important professions.

    Our association, and our professions, were simply not well recognized, or well understood.

    In changing our name to Engineers and Geoscientists BC, we want the words “engineers” and “geoscientists” to be heard by the public. We want our professionals to be recognized and appreciated for the work that they do, and we hope to achieve this by using a simpler, more straightforward business name.

  • 4. What happened to the word “professional”?

    Being professional is still a cornerstone of who we are. While the association’s business name may not explicitly state it, it will be seen in how we present our members to the public: ethical, dedicated to professional excellence, safe, and progressive. It will also be seen in how the association carries out its work: enforcing high standards of entry and practice, and taking action when these standards are not met. The professional designations (P.Eng., P.Geo.) are not changing, nor are those for our licensees and members in training (Eng.L., Geo.L., EIT, GIT). Your professional designation will continue to indicate to the public that you are licensed to practice your profession, and are professional, ethical, and accountable.
     
    Ultimately, the decision to simplify the name was driven by a desire to enhance recognition and recall leading to increased public recognition for the important work that engineers and geoscientists do.

  • 5. Will my professional seal or certificate change?

    There will be no changes to members’ professional seals or certificates. While our business name is changing to Engineers and Geoscientists BC, our legal name remains the Association of Professional Engineers and Geoscientists of the Province of British Columbia, and professional seals and certificates will continue to be issued under this name.

  • 6. What about the Engineers and Geoscientists Act? Will it require a change?

    No. Only our business name is changing to Engineers and Geoscientists BC. Our legal name remains the Association of Professional Engineers and Geoscientists of the Province of British Columbia, in alignment with our Act.

  • 7. Were members involved in developing the brand?

    Yes. Consultation was an integral part of this process, and included engagement with members, stakeholders, and the public over a three year period through surveys, focus groups, and interviews.

  • 8. Who do I contact about using the Engineers and Geoscientists BC logo?

    If you currently have a partnership or sponsor relationship with Engineers and Geoscientists BC and are looking for information on brand standards, and logo use, please contact Maria-Carmen Kelly at [email protected].

  • 9. Should I use the acronym EGBC?

    No. We are Engineers and Geoscientists BC. Our new name is intended to increase public recall and recognition of the professions and our organization. By having the names of the professions heard it helps to raise the profile of our members, and better explains who we are. Therefore, it is important that the acronym is not used.

    The acronym will only be used in specific cases, where we are limited by character count, such as our website and email domain name.

    We encourage members to please assist us by encouraging correct use of our full name if an acronym is encountered.

  • 10. How much did it cost?

    Costs were accounted for within the association’s budget, and involved working with a consulting firm to research and define a brand that would achieve the goals set by Council to raise the profile of the professions and the association, and to create greater clarity around our role as a regulator.
     
    The work included in-depth research, consultation with members, the public, and stakeholders, and creative development. In total, the cost of this work was $250K, and was spread out over three years to manage expenditures.

Have a question about the brand that we didn’t answer here? Contact [email protected].