Over the past years, our organisation has evolved in its role, its reach and its ambitions. The Personal and Household Services (PHS) sector is gaining recognition at European level, and so is the need for a clear, credible and forward-looking voice to represent it.

This evolution led us to think on how we present ourselves and how our visual identity supports our mission. The result is a refreshed brand, logo and website, designed to better reflect who we are today and where we are heading.

Yes to a rebrand, but why now?

Our previous visual identity accompanied the organisation for many years — almost 20 — and supported important milestones. However, as our activities expanded, our audiences diversified and our communication channels multiplied, it became clear that our brand no longer fully reflected the organisation’s maturity and strategic positioning.

Therefore, the rebranding is about aligning our image with the organisation we have become, and with the role we aim to play in shaping the future of the PHS sector in Europe.

This rebranding also comes at a crucial moment for the organisation, on the eve of an important and celebratory year marking our two decades of existence.

“For nearly two decades, our association has grown alongside its members and accompanied the evolution of the Personal and Household Services sector. Over the past year, the organisation itself has undergone significant changes, strengthening our collective voice and our role at European level. This new visual identity reflects our shared journey and our commitment to move forward together, supporting our members and advocating for a stronger, more visible PHS sector.”
— Delphine Chilese-Lemarinier, President of EFSI

From the outset, the rebranding was guided by clear objectives:

• Strengthen our visibility and recognition at the European level
• Improve clarity and consistency across all communication channels
• Better reflect the diversity, professionalism and social impact of the PHS sector
• Create a flexible and modern identity adapted to digital communication

The new visual identity is designed to support our advocacy, engagement and communication efforts, while remaining accessible and recognisable for our members and partners.

A new logo – Same commitment

The new logo reflects the organisation’s role as a connector, a representative body and a forward-looking actor within the PHS ecosystem. Its design aims to balance continuity with renewal, combining clarity, structure and openness.

It also better reflects the position EFSI has built over the years, and the one it aims to strengthen in the future. Bolder and more recognisable, this new identity is designed to accompany the organisation for many years to come.

While our visual identity has evolved, our core mission remains unchanged: representing and promoting the Personal and Household Services sector, supporting our members, and contributing to social, economic and policy debates at the European level.

The rebranding builds on our history and achievements, while equipping the organisation with a stronger and more coherent identity for the years ahead.

This rebranding would not have been possible without the collective effort and engagement of many contributors.

A particular thank you to: Nico Daenens, Olivier De Cock, Greetje Demuelenaere, Margaux De Ruiter, Fieke Clinckemalie, Cécilia Jornod, and Leonor Tavares.