Corporate Edge has been appointed to design the Department for Work and Pensions’ core identity, as well as one of its sub-brands for the Pensions Service.
It is the second of the newly formed Government departments to appoint a design consultancy to create its brand identity. Last week The Team was hired to create the Department for Education and Skills’ identity (DW 14 June). The department was formerly the Department for Education and Employment.
Corporate Edge won the Department for Work and Pensions job following a three-way pitch against undisclosed consultancies through its place on the Central Office of Information roster. It is not known if its rivals are also on the COI roster.
According to a spokeswoman, The Department for Work and Pensions, formed by the merger of the employment division of the Department for Education and Employment and the entire Department of Social Security, is not establishing a separate consultancy roster.
It will “probably” continue to use the COI roster for future design work, she adds.
The Department for the Environment, Food and Rural Affairs, which was formed from the Department of the Environment, Transport and the Regions and the Department of Agriculture, Fisheries and Food, has created an interim identity in-house. It plans to consult with ministers over the department’s entire marketing strategy at a later date, including looking at its brand identity.
The Department for Transport, Local Government and the Regions is retaining its logo and typeface. However, it has undertaken minor changes “on the computer” internally to incorporate the adjustments on its headed paper, according to a spokesman.