Rodney Mylius knocked the Government for confusing people with too many visual brands, advocating the use of one umbrella brand (Letters DW 5 April). How could more coherent branding simplify its communications?

‘Modernisation drives Government to “join up”, while Whitehall departments are put under pressure to deliver services. This difficult environment pulls branding in opposite directions. Can they work together with a single identity or does the best win the prize with high recognition? The answer is a coherent framework for Government branding, accounting for individual needs without creating a “brandfest”. It is something we’ve been advocating for years.’

Viv Wilcock, Client Partner, The Team brand communication consultants

‘The notion of a single identity for the Government is not an impossibility. An official symbol already exists. lt is the Royal coat of arms. This is still used on many Government publications.The problem is, Whitehall is like a market place with each department jockeying for position. To differentiate themselves they have employed the ‘norm of outside world’. Sadly, few understand, or care about, basic design management, let alone the deeper issues of branding and identity.’

Mike Dempsey, Director, CDT Design

‘It is essential for the Government to have one consistent identity, because there are so many confusing messages being generated. It is time to create one singular brand across all departments and develop a brand architecture that produces a consistent voice, yet is flexible enough to embrace the very different Government offices. Apart from financial savings, Government communications would have more impact, rather than a host of inarticulate and confusing messages.’

Michael Peters, Chairman, The identica Partnership

‘The last thing we need from the Government is a “Big Brother” style rebranding exercise – uniting all its services, from peace-keeping troops in Bosnia to the Driver and Vehicle Licensing Agency, under a single logo. What the Government does need is a gripping narrative that makes sense of what it is trying to do in all these areas and also links them to developing British values and identity. Get that right and the rest will take care of itself.’

Mark Leonard, Director, The Foreign Policy Centre

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