Bentley Holland revamp for CYPU

Bentley Holland & Partners has revamped the Children & Young People’s Unit’s identity as the newly spun-off Government department, which handles youth issues, seeks to beef up its image.

BHP’s work, which includes the creation of a new logo and production of a style guide and stationery, follows CYPU’s appointment of two new heads of communications. These were hired to consolidate the unit’s profile following its split last year from the Department of Education and Skills.

The new identity, scheduled for launch in late February/early March, involves a streamlining of CYPU’s existing logo. The new graphic features a child and young person standing shoulder-to-shoulder, while simultaneously conveying a sunrise image.

Logos for the Children’s Fund and the Local Networks Fund, both administered by the CYPU, have also been adapted to work with the new branding.

‘The previous identity was too confused,’ explains BHP project manager Josie Falzone. ‘CYPU wanted us to create cohesion without tampering too much with the original. We made it clean, simple and instantly recognisable.’

‘We needed to reposition the three logos as a family,’ adds CYPU joint head of communications Jenny Haynes. ‘They needed to all look like they were from the same stable.’

Additionally, BHP is consulting on and designing the house style for all publications commissioned through the unit, as well as advising on the look of its new website, which also goes live at the end of February.

BHP won the project without a pitch on the strength of previous work for CYPU, including most recently its creation of support material for the unit’s Youth Justice Board initiative.