The Inland Revenue has invited four design consultancies to take part in creative pitches next month, to undertake a brand development programme.
According to a document leaked to Design Week, the brief includes the development of the Inland Revenue brand and its “consistent projections” and involves strategic as well as creative thinking.
Inland Revenue head of design Ken Brown confirms Corporate Edge is one of the four shortlisted consultancies, but he declines to name the other three.
Fitch, which has worked with the Inland Revenue in the past, denies it has been approached regarding branding work. A spokeswoman says the consultancy is not involved.
Wolff Olins, which redesigned the Inland Revenue logo in 1993, also says it is not involved.
The move follows the appointment of the Revenue’s first marketing director Ian Schoolar last November.
He is keen to move the Revenue’s image away from its perception as a menacing, repressive organisation towards a more customer-friendly service provider (DW 19 January).
Brown says it is too early to start talking about rebranding work. “Timings, with regard to appointing a consultancy and looking at the brand, are a long way off,” he adds.