HM Revenue and Customs is poised to embark on a brand development strategy that could see its recently- designed identity revamped for a second time.
The move comes as the Government department undergoes an internal reorganisation and makes two top-level design management appointments.
It is on the hunt to find a replacement head of design to run its London office and is also looking to appoint a design manager, in a newly-created role, to oversee its Newcastle office.
Both individuals will manage the in-house teams and continue to work with external consultancies on the Central Office of Information roster, which the HM Revenue and Customs division must use. The appointments come as the organisation enters a new brand strategy phase, which will address, in particular, how the brand presents itself.
‘We are about to enter an exciting period of change, but it is early days. This could involve an evolution of the brand identity or a radical change,’ says Catherine Graham, senior brand manager at HM Revenue and Customs.
The HM Revenue and Customs division was formed last year following the merger of the Inland Revenue and HM Customs and Excise departments.
Although an identity is understood to have been created at this time by an in-house team, a long-term brand strategy was not fully in place.
Both of the design bosses will be responsible for the development and implementation of the brand identity. The London-based head of design will also advise on on-line signage and office interior design work. The role at the Newcastle office has been conceived, in part, to help with ‘distance management’, says Graham.
Last year, HM Revenue and Customs reportedly launched a review to find ways to increase the use of its on-line services.