Teaching council to boost its brand

Anderson Norton has this week won a three-year branding brief from education advisory and regulatory body the General Teaching Council for England to improve its visual identity and communications materials.

The aim is to evolve the current GTC identity and bring ‘unity and coherence’ to its corporate literature, making it ‘instantly recognisable’ to its membership, 530 000 teachers across the country.

Anderson Norton creative director David Norton says, ‘We will have a hand in the look and feel of all GTC’s collateral.’

The GTC previously worked on an ‘ad hoc basis’ with a number of unnamed consultancies. The job is likely to be worth a six-figure fee to Anderson Norton over the contract period. Last year, the GTC spent 50 000 on design fees.

GTC marketing and publicity manager Peter Aylmer says its original identity was ‘not fully specified’ when the marque – a two-colour device comprising three interlinking circles – was first introduced two years ago.

‘There were no supplementary colours, tints or weight of fonts specified, it was not a completed piece of work,’ he says. ‘However, it does have a great deal of recognition among teachers.’

As the GTC’s key role is to advise Government on teaching issues and then disseminate the information to members, the design must enable concepts to be conveyed as clearly as possible to stakeholders, he says.

The GTC is moving forward cautiously, aware of public sector scepticism about rebranding.

The consultancy pitch- ed against five other groups (creative work for the pitch shown left).

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