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Branding

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Brand identity

Office for Veterans’ Affairs

The challenge

The Office for Veterans’ Affairs was set up in 2019 and aims to make the UK the best place in the world to be a veteran. We were asked to create a brand identity to help unlock their ambition and build brand recognition. The brand needed to resonate with their staff and partners as well as the veterans they support.

Our solution

We created a vibrant and emotive brand that smashes stereotypes and recognises the unique contribution veterans make to society. Photography and bright block colours give the brand a modern and engaging look, while simple icons, textured typography and a unified tone of voice all bring a human touch.

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Oxford-Cambridge Arc

Ministry of Housing, Communities and Local Government
  • The Oxford-Cambridge Arc logo which shows two interlocking blue and green circles. The blue represents Oxford and the green, Cambridge.
  • A map of the Oxford-Cambridge arc showing all the towns and cities involved, from Peterborough in the North to High Wycombe in the south. The poster says: Investing to accelerate prosperity for all. Building better and beautiful places to live and work. Delivering net zero by 2050 and connecting people, businesses and places.
  • A screenshot of a Tweet from the Ministry of Housing, Communities and Local Government announcing the launch of the Oxford-Cambridge Arc Spatial Framework
  • The font page of a leaflet thats says: Planning for sustainable growth in the Oxford-Cambridge Acr, next to the open leaflet with text and diagrams with a heading that says: How we will develop the Spatial Frameword.

The challenge

The Oxford-Cambridge arc is a globally significant area, home to scientific innovation and economic opportunity. Investment is transforming the arc into a world-class economic hub and a beautiful place to live and work. We were asked to create a brand for the arc that conveys a sense of national pride, evokes innovation, and shows collaboration between government, businesses and the local economy.

Our solution

We designed a professional, flexible brand that captures the potential of the Ox-Cam arc across social media, policy papers and an animation. The central graphic device consists of an abstract O and C which form a lightburst shape. It is combined with a map graphic which represents important locations in the Ox-Cam arc and highlights the connections and opportunities that will lead the arc into the future.

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Voter ID pilot

Cabinet Office
  • An advert within a bus stop reads: Live in Woking borough? Bring ID to vote on 3rd May.
  • Three leaflets sit on top of each other. The top leaflet says: Live in Gosport? Bring ID to vote on 3rd May.
  • Somebody is holding a smart phone showing their Facebook feed. The phone says: Live in Gosport? Bring ID to vote on 3rd May.
  • A red London bus is whizzing past. The advert on the side of the bus says: Live in Bromley? Bring ID to vote on 3rd May.

The challenge

Cabinet Office asked us to create branding to pilot an awareness campaign encouraging eligible voters to bring ID to the polling station. The independent report ‘Securing the ballot: review into electoral fraud’ had recommended that electors should produce personal identification before voting at a polling station.

Our solution

Our campaign made the point clear: you now need to bring ID to vote. Following extensive audience testing, we used friendly illustrations to create a positive and accessible look with the required ID document at the forefront. Simple, memorable instructions assert the actions local people needed to take to vote.

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SpaceUK magazine

UK Space Agency
  • The SpaceUK magazine contents page on an iPad screen. It is illustrated with photographs tinted blue, turquoise and purple, divided by diagonal lines.
  • The cover of SpaceUK magazine is shown on the screen of an iPad, against a blue background.
  • A print spread showing an article titled 'Down to Earth with Tim Peake'. There is a photo on the right-hand page of Tim Peake and another man in a spacecraft.
  • The Space UK magazine contents page is shown on the screen of a Mac, against a blue background.

The challenge

We worked with the UK Space Agency to refresh their brand. They asked us to apply this brand to their magazine, SpaceUK, which provides sector news and educational material for a public audience. It was important to find creative ways to engage and reach new audiences.

Our solution

Space is all about discovery and we wanted this to be reflected in the design. The bright colours and angular shapes bring the magazine to life. The new digital version is fully interactive so readers can immerse themselves in the images and articles in a new and exciting way.

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Rebrand

Office for Nuclear Regulation
  • Five vertical panels, each showing a black and white photograph of a member of ONR staff against a different brightly coloured background.
  • The ONR Corporate Plan’s front cover and a spread. They both include black and white photos of power stations on brightly coloured backgrounds.
  • Mock-ups of the ONR website on two iPads. The brand style of monochrome photography on a bright background is used.
  • A set of icons in the brand colours.

The challenge

ONR asked us to create a new look for their brand to raise their internal profile and engage staff across their 3 sites. The branding had to convey a sense of pride based on ONR’s long history of regulating and maintaining a safe nuclear industry.

Our solution

We brought a personal approach to the brand by putting people at the centre of the design. Vibrant colours bring new energy to a specialist field and make the monochrome cut-out photography stand out. Important messaging is framed by the simple rectangular shape.

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Institute for Apprenticeships

Department for Education
  • The Institute for Apprenticeships' star logo is displayed on the corner of a certificate as a silver holographic stamp.
  • A young woman wears a chef's uniform and a black apron displaying the Institute for Apprenticeships logo beside the slogan 'Raw Talent'.
  • A mock-up of the Institute for Apprenticeships website on an iPad. Text reading 'Growing Talent for Tomorrow' is visible.

The challenge

To support the government drive to promote and establish apprenticeships as alternatives to university education, DfE set up a regulator for apprenticeships to ensure excellence across the board. The branding needed to be authoritative, projecting the Institute’s rigour, and able to stand the test of time.

Our solution

Our branding highlighted the achievement and attainment of apprentices. The star logo can be seen as a mark of excellence and can also be seen as a flower, suggesting the Institute’s role in helping to nurture quality and support growth in  the sector.

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LocatED

Department for Education
  • Pink and turquoise LocatED logo mocked up onto a small glass plaque on a turquoise office wall next to a white door.
  • Pink LocatED advert mocked up on a newspaper page, the bottom left corner of which is showing.
  • LocatED business cards in turquoise, pink, grey and yellow. They have a chopped-off corner to match the LocatED logo, which appears on the front.
  • Photograph of tower buildings with the LocatED branding framing the image. The image says 'Join us and help shape the future.'

The challenge

LocatED was established by DfE as a publicly-owned property company, working to buy and develop sites to be used as schools. DfE didn’t want the brand to look like a Civil Service entity, so we had plenty of freedom to be creative.

Our solution

The logo we created is inspired by floor plans. The two colour shapes emphasise the dual meaning of LocatED as well as suggesting dual-purpose spaces, something the project is keen to make use of. We steered away from primary colours often used in the construction industry.

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#TeamScience

Science and Technology Facilities Council
  • Two images of young people engaging with science in the style of jaggedly cut-out black and white photographs, surrounded by bright illustrations.
  • Two branded pencil cases, one on top of the other. The top one shows children working as a team, illustrations of tools and the text 'build it with science'.
  • TeamScience branded leaflets on a pink background.
  • Three vertical banners for British Science Week 2017 in the TeamScience brand style, shown against a dark blue background.

The challenge

STFC approached us to design a campaign to get children interested in pursuing science subjects at school. Their research had shown that while children thought science could be fun, they were put off by the belief that studying science inevitably led to tedious lab-based work.

Our solution

Our campaign presented a world of science without stereotypes, drawing attention to the many kinds of careers studying science can lead to. To foster engagement we made the campaign a ‘team’ – something that children could really get behind and support.

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Next Sprint

Department for Work and Pensions
  • The Next Sprint-branded invitation to the event. It's depicted on a smartphone screen.
  • The Next Sprint branding applied to a letter template and a name tag on a lanyard. The mock-ups lie on a bright red background.
  • The Next Sprint branding on the opening slide of a presentation. It says 'Welcome, Day one - 20 June'. A man stood at a lectern presents to the audience.
  • The Next Sprint logo, which is the words 'next sprint' in purple and stylised into diagonal arrows, with a turquoise zigzag line forming the points.

The challenge

DWP asked us to design event branding for their Next Sprint event – a one-day symposium that would bring together innovators and thought leaders from across the technology industry. The event would highlight DWP’s vision of becoming a world-class public service provider.

Our solution

We wanted the branding to convey the fast pace of change in the technology industry and make the event collateral feel very modern. To do this we designed a flexible pattern system and executed it in a bold and bright colour palette, using shapes inspired by coding language.

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Principia

UK Space Agency
  • The Principia branding. It includes a close-up photo of Tim Peake in a space suit. Images of space and stars are divided up by diagonal lines.
  • The Principia website is shown on an iPad screen. At the top there is a banner image in the brand style depicting a satellite map.
  • The Principia logo on an black and turquoise outer space background.
  • The Principia logo in blue on a white background.

The challenge

In December 2015, UK astronaut Tim Peake embarked on a 6-month mission to the International Space Station. The ‘patch’ for the Principia mission was designed by a competition winner, but we were asked to create the rest of the branding to raise awareness and build anticipation in the lead up to the launch.

Our solution

We were inspired by Newton’s Principia Mathematica, from which the mission takes its name. We repurposed Newton’s technical drawings to be used as overlays or holding shapes for images. The result was a clean and modern brand that encompasses the scientific developments of the past and those to come.

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