Shortlist for Culture identity

CDT Design, Landor Associates, Rufus Leonard and Wolff Olins have been shortlisted to design the identity for the recently formed Department of Culture, Media and Sport. Three of these groups were invited to apply, while Rufus Leonard approached the department. The shortlist was drawn from 30 applications,12 of them invited by the department.

The final decision will be made at the end of October, after a proposals pitch in that month. If the department cannot decide then, it will invite two or more consultancies to a paid creative pitch.

“The brief at this stage is very thin. We want to see what ideas the shortlisted consultancies come up with,” says a department spokesman.

The brief is likely to be quite broad, addressing the client’s entire marketing strategy. There is no deadline, because the ministers want to get it “just right”, the spokesman adds.

Meanwhile, the Department of the Environment, Transport and the Regions has appointed a consultancy to work on its identity. A department spokeswoman says she will not disclose the group’s identity until all the work has been completed.