Hallmark devices are mushrooming as a way of promoting bodies and even countries with more consistency.
In the last week devices have been announced for Scotland and the Church. Meanwhile the British Union for the Abolition of Vivisection and other animal rights groups are looking to introduce a new international hallmark, to replace the existing white rabbit image. BUAV is currently selecting a design for the new symbol.
The mainstream Christian churches are discussing with unnamed design groups a range of supporting devices for their new joint logo, created free of charge by Lambie-Nairn. The logo is separate from that which The Jenkins Group designed for the Church of England last year and all other ecumenical marques.
The Church of England director of communications Reverend Bill Beaver says of the joint identity: “It is an umbrella branding device to be used to show commitment to the principles of the ‘New Start’ and to encourage others to adopt them.”
The “New Start” symbol is intended to embrace the Catholic concern for cancelling world debt, the evangelical desire to spread the gospel and the Church of England’s anxiety about encroaching secularism.
“The logo will appear in church-related material in all kinds of capacities – in the church or in material relating to just causes,” adds Beaver.
Details of supporting devices are under wraps.
Meanwhile, WPP-owned Scott Stern Associates is putting the finishing touches on a device for promotional body Scotland The Brand. The country of origin device will be adopted by Scottish products and services to denote quality, says Scotland The Brand chief executive George Russell. Details of the 20 000 project will be revealed at its launch on 10 November.
See News Analysis, page 9