The Department of Culture, Media and Sport has appointed CDT Design to create its identity after a four-way proposals pitch against Wolff Olins, Landor Associates and Rufus Leonard.
The shortlist was drawn from 30 applications submitted to the former Department of Heritage (DW 26 September).
“We appointed CDT because it has worked with a lot of our partner bodies such as the English National Opera and has done a lot of branding work for the creative industries,” says a department spokeswoman.
No deadline has been set for completion, although the spokeswoman expects the identity to be in place by the end of the financial year next March. Until then it will continue to use the interim logo, adapted from the Department of Heritage marque.
The department has briefed CDT to research its core values and draw up a design strategy. The resulting identity must be cheap, easy to replicate and represent the diverse contents of its portfolio.
“There is no design plan as yet. We have given CDT a fairly broad remit with just a few general guidelines,” says the department spokeswoman. This is the second department identity since Labour came into power. Changing the name has been ruled out.
The Ministry for Agriculture and Fisheries, formed when the food division separated from MAFF, is about to appoint an identity consultancy. This may lead to a new name, says a department spokesman.
Meanwhile, the separated food division will set up as a food standards agency, planned for 1999. A group will be appointed to handle naming and identity towards the end of 1998.