Federation of Master Builders

Visual identity refresh for the brand backing British builders since 1941.

Founded in 1941, the Federation of Master Builders (FMB) is the UK’s largest trade association for small and medium-sized builders. Trusted by thousands of members, it supports businesses with guidance and advocacy while raising standards across the sector.

Over time, however, the FMB’s visual identity had grown fragmented — multiple logos and inconsistent branding were diluting its authority and making communications feel disjointed. We partnered with their team to simplify and modernise the brand, creating a unified identity and clear guidelines to ensure consistency across all touchpoints.

About the project

Our work began by stripping back complexity. Over the years, the Federation of Master Builders had collected multiple logos and design variants that diluted its authority and left communications feeling fragmented. The goal was to bring cohesion, clarity, and confidence back to a brand that represents thousands of builders across the UK.

The solution was rooted in a refined graphic system inspired by an isometric ‘blueprint’ grid. At the heart of the refresh sat a redrawn logomark, updated colour palette, and pared-back visual language. Every detail was carefully considered, from typography to graphic devices, to reflect the Federation’s precision, professionalism, and craft.

To ensure the new identity could be applied consistently across all channels, we created comprehensive brand guidelines supported by master assets — from logo packs to editorial templates. These guidelines were designed not just as rules, but as practical tools that empower the FMB team and its partners to deliver coherent communications at every level, from digital platforms to exhibitions and signage.

The refreshed system was unveiled with the Federation’s 2024 Builders’ Manifesto, launched at UK Parliament on 100% recycled stock. The occasion provided the perfect stage to showcase a confident new brand identity, one that helps the FMB amplify its voice in shaping the future of construction in the UK.

The result is a brand that feels precise, crafted, and modern — qualities that mirror the workmanship and professionalism of its members, and reinforce the Federation’s role as the trusted voice of small builders nationwide.

Client
Federation of Master Builders

Sector
Construction
Trade Associations
Professional Services

Disciplines
Brand Identity
Editorial Design
Print Design
Digital Assets
Motion Design
Brand Guidelines

Collaborators
Gavin Martin — Print

Credits
Federation of Master Builders — Archive Images
Pathe — Archive Images

“Centred around a refined graphic system inspired by an isometric ‘blueprint’ grid, we developed a pared-back identity for the Federation of Master Builders. This included a redrawn logomark, an updated colour palette, and the introduction of new graphic devices.”

01 — Evolution

02 — Building blocks

01. The FMB logo consists of a representational symbol in the form of a house, within a hexagonal device, year establishment, as well as the wordmark. This sits within a rectangle of a deep shade of red — a nod to ‘Tudor Reds’ which were a high quality, kiln-fired sand faced brick.

02. The design system is built upon an isometric 'blueprint' grid of blocks.

03. We found a few items from the 1970's for sale online during our research stage including this FMB 1970/71 Year Book for North Western Counties Region as well as an original printing block of the logo.

04. Brand research showing a former FMB logo depicting new homes and blocks of flats in post-war Britain. The Queen and Queen Mother visiting the FMB stand at 'Building the New Britain Exhibition' at Olympia, London in 1957. Image: Federation of Master Builders / Pathe.

03 — 1970s publication with logo print block

04 — FMB logo in 1957

“We created comprehensive brand guidelines supported by master assets — from logo packs to editorial templates. These guidelines were designed not just as rules, but as practical tools that empower the FMB team and its partners to deliver coherent communications at every level, from digital platforms to exhibitions and signage.”

“The result is a brand that feels precise, crafted, and modern — qualities that mirror the workmanship and professionalism of its members, and reinforce the Federation’s role as the trusted voice of small builders nationwide.”

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About

Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We transform ambitious brands and businesses with simple, unifying ideas — creating work that drives success today and delivers value that endures long into the future. We work with clients ranging from UK startups to global multinationals, with sector experience spanning financial services to energy, retail to engineering, hospitality to shipbuilding.

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