The Home Office last week launched its citizenship ceremonies in Brent, London, with a brand identity designed by Lloyd Northover.
British Citizenship, which is rolling out across the country throughout the course of the year, requires those who are granted British passports to attend 30-minute ceremonies in which they swear an oath of allegiance to the Queen, sing the national anthem and pledge to uphold the democratic values of the UK.
According to Lloyd Northover managing director Neil Hudspeth, the group was briefed to create a brand based on a pre-set name that reinforced the ‘prestige and authority’ of becoming a British citizen, while also being ‘accessible and aspirational’.
He says the group selected a colour scheme that reflects ‘what it means to be British. We’ve used a deep, royal blue, deeper than that on the flag, that’s very rich. There is also a gold yellow, which articulates a sense of quality and aspiration.’
The branding has been applied to a British Citizenship website – www.uknationality.gov.uk – as well as certificates, information packs and pamphlets. It will roll out across letterhead and citizenship application forms later in the year.
Lloyd Northover won the branding work in September, following a three-way, paid creative and credentials pitch.
The group was appointed to develop the British Citizenship website and two other Home Office websites in October, following a four-way pitch.
These include www.workingin theuk.gov.uk, which went live in December, and a third, still in development, for the Immigration Nationality Directorate.