BRIEF
The Information Commissioner’s Office (ICO) enforces and oversees the Data Protection Act and Freedom of Information Act. By 2010 their remit and structure had evolved meaning a new identity was needed. To communicate their evolved remit, the ICO had created a new mission statement, which was summarised as: upholding information rights.
PROBLEM
One issue with the existing identity was that it looked and felt inconsistent due to the diverse array of imagery being used. The bigger issue was that it conveyed no sense of who the ICO are or what they stand for.
Solution
Our solution was to make the subject matter – the information being communicated – the branding device. By letting the central message of every piece come to the fore, and writing headlines in an interesting and thought provoking way, we allowed the consistent theme of ‘upholding information rights’ to shine through.
Results
The new identity has been rolled out across publications, web, signage and numerous other media. The most encouraging result has been that the ICO has embraced the new identity internally, applying it to everything from staff room posters to their office walls. It has given them the means to express what their organisation stands for, while all the time maintaining a consistent look and feel.
