‘Open’ logo by Minale Tattersfield

The initiative to illustrate the new open image of the Government and public services has been branded by Minale Tattersfield & Partners.

Launched by Cabinet Office enforcer Jack Cunningham this week, the Modernising Government programme aims to make public services more accessible and user-focused. Minale Tattersfield managing director Alex Maranzano says the brand identity was designed to reflect this.

“To communicate ‘government’ in its broadest sense, the new symbol emphasises the lower case G with a sun symbol which projects a universal and friendly image,” he says. The symbol may also be used with different icons as part of future applications.

The new identity will be used across a wide range of applications, such as brochure covers, an Internet site and smart cards.