Avian, the integrated marketing agency has been appointed to design a new brand for the Forth Road Bridge.

The Forth Estuary Transport Authority (FETA), is responsible for the operation and maintenance of the 44 year old bridge, which carries 24 million vehicles a year across its 2.5 kilometres. Following the abolition of tolls in 2008, FETA felt that a new brand was needed to reflect the organisation's new focus exclusively on the iconic road bridge.

The bridge was designed, by Messrs. Mott Hay and Anderson and Sir Freeman Fox and Partners while the construction was carried out by a consortium of the three largest construction firms in the UK at that time. Sir William Arrol & Company, The Cleveland Bridge & Engineering Company and Dorman Long (Bridge and Engineering).

The landmark bridge was opened by the Queen in 1964 and was once the longest suspension bridge outside the USA employs a staff of 70 responsible for the traffic management, maintenance and administration of the bridge.

Avian's Client Services Director Scott McCallum, said, "This is an interesting challenge, Forth Road Bridge requires a strong brand to help define its remit but at the same time is aware of its public responsibility to manage its costs. Avian has successfully met these challenges and delivered brands for other public sector clients in the past and we are looking forward to creating the new Forth Road Bridge brand as well."

Chris Waite the Communications Manager for Forth Road Bridge said, "We are delighted with the ideas that Avian have proposed and, just like the bridge itself, I am confident that they will stand the test of time."