City & Guilds, the UK training and education awards organisation, has introduced a new corporate identity designed by The Partners.
The new logo aims to reposition City & Guilds – the country’s largest vocational awarding body – and reflect the range of the qualifications offered.
The brief to The Partners was “to build on the reputation and authority of City & Guilds while demonstrating a vigour and confidence about the future”, says a City & Guilds spokesman.
The Partners creative director James Beveridge says: “The world of vocational education and training is littered with organisations, initiatives and programmes that are known by their acronyms.
“The visual technique we adopted for City & Guilds was to drop the full coat of arms and retain the familiar lion by incorporating it in a distinctive and modern ampersand device.”
The new identity usurps the coat of arms on stationery but not on City & Guilds’ certificates.