Rhodes Design has revamped the identity for South Bedfordshire District Council. It will be launched next month.
The work will roll out across internal and external communication material, advertising, vehicle liveries and signage.
It forms part of a move by the council to create a modern and consistent brand, according to Rhodes Design project manager Chris Pasche.
The group was briefed to make communication material ‘more accessible and inclusive’ and improve local perceptions of the organisation, he adds.
It has updated the previous marque to give it greater local relevance and a more modern interpretation, says Rhodes Design senior designer Craig Bowman.
The identity features an outline of a chalk cutting of a lion that can be seen on the hills close to Whipsnade Zoo, a local attraction.
‘The lion is a symbol for the area,’ explains Bowman. ‘We’ve encased it in the hills so that people understand where it sits and the hills also encapsulate a feeling of the local Chilterns countryside.’
It has also created a strapline – taking pride in our district – a play on words that relates to the marque and, more literally, reflecting the council’s intentions, adds Bowman.
The group was appointed in autumn last year, following a six-way credentials pitch.