For the past 50 years, the CBA has enjoyed financial support from a number of source and one major grant. However this core fund had decreased throughout 2011/12 and will diminish by 2015/16. Currently the brand looks old fashioned and throughout the brand and sub parts there is no corporate look connecting them. It needs to look fresh to gain more members, different people, so they can establish a stronger market position. Therefore they want to maximize there income from individuals through donations and membership, they need more people to know how they are and understand the importance of what they do. More new members, means more digs.
The biggest challenge to achieve this by making them more visible and relevant to a broader range of people. We need to concentrate our efforts on raising our visibility, improving our accessibility and developing the, messages and projects that will inspire people to join and support our work. There needs to be continuity throughout the brand, sub-regions and young archaeology club.
From my research I really like the overall look of The National Trust logo, its symbol is simply, but they use in a variety of layout styles. So im thinking with the 'british archaeology' of maybe creating a symbol to attach with the typography, to give it a more visual reference and visibility.