The Food and Drugs Authority (FDA) has rebranded itself with a new Corporate Identity after over two decades of its establishment. The rebranding is to reflect the Authority’s new strategy in addressing issues to meet the changing demands of the industry in these contemporary times.
The logo consists of two arcs in yellow and blue which form a circle around the acronym, “FDA”, which is also spelt in full in the shape of an arc above the circle.
The interlocking arcs symbolize the FDA’s willingness to embrace engagement with stakeholders. The full circular shape of the arcs represent the complete 360 required checks the authority conducts to ensure consumer wellbeing.
The Authority’s new tagline is empathetic and compelling which sits boldly under the lower arc forming a part of the logo.
Together with its bold brand colours, the new logo carries a sense of authenticity and warmth with the colour palette fully representing its corporate identity.
The CEO of the Authority Delese Mimi Darko said at the unveiling ceremony of the new FDA on Tuesday that: “We saw our 20 years anniversary last year as a great opportunity to refresh our commitment and for a new more responsive, proactive, dynamic and consumer- accessible FDA to be at the heart of our new brand identity,”
According to her, the current FDA logo has an old look and feel and they wanted the new logo to at least convey everything the FDA stands for (not just food and medicines – capsule and plate).
The rebranding, she said will position the FDA as an evolving dynamic brand that moves with the times and remains relevant in a changing business environment and that it will also help reflect the repositioned FDA stance of being a social brand that is human from inside out. An institution that is human-centred and quality focused.
“In the end, we want to achieve a social connection with Ghanaians; we want to give the brand a new look and outlook, and we want to make the brand relevant in the ever-changing market environment.
“Rebranding means rededicating the FDA to improved and effective regulation to ensure transparency, equity and prioritization of the wellbeing of Ghanaian citizens.
“Where the FDA logo appears on a product, people must be assured that the product is of the right quality and safe and where the FDA logo appears on a name tag people must know to be assured that the bearer can be trusted to deliver excellent service in a timely manner,” she stated.
The First Lady of the Republic of Ghana, Mrs. Rebeca Akufo-Addo who launched the new logo at the GIMPA Executive Conference Centre on the 16th of April 2019 said the rebranding will help revitalize the FDA’s brand and reposition it to appeal more to the public. She however cautioned the staff of FDA to desist from any practice that would mar the new corporate image of the Authority.
The Deputy Minister of Health, Hon. Alexander Kodwo Kom Abban who spoke on behalf of the Sector Minister charged the Authority to look more into product advertisement as they rebrand since advertisements are very influential and for that matter misleading advertisements could have serious repercussions on the public.