Bentley Holland & Partners has created the corporate identity for the National Probation Service, which unites the UK’s disparate probation services under one logo for the first time.
The NPS will bring together the existing probation services to form a national, unified service to protect the public, enforce community sentences, prevent and reduce re-offending and secure rehabilitation of offenders.
It harmonises the 54 area services, which previously used unrelated logos, styles and strap-lines under a single corporate identity, scheduled to launch on 1 April.
The identity is designed to portray the NPS as having a firm but fair approach, according to senior designer Katie Insole. “The graphic resembles the rungs of a ladder and suggests turning corners, reflecting the principles of rehabilitation. The interlocking blocks not only depict protection for society, but integration of both the organisation and of offenders into the community,” she says.
BHP is working on a stationery range, style guide and signage. It won the business following a creative pitch against undisclosed consultancies.