The identity for the first fully independent watchdog to regulate social care services and private and voluntary healthcare, designed by Butcher & Gundersen, will be launched on 16 October.
The National Care Standards Commission, set up by the Department of Health, will be operational from April 2002. It takes over responsibility for overseeing social and healthcare services from local authorities and health authorities.
The early launch of the identity, which is at the annual Social Services Conference in Harrogate, will help the NCSC spearhead a recruitment drive to staff eight regional and 72 area offices. Butcher & Gundersen has also been commissioned to design two corporate leaflets for the conference, which explain the organisation’s role.
The consultancy was tasked with creating an identity that reflects the commission’s authority to take action, as well as its ‘fairness and sensitivity’.
The words ‘national’ and ‘commission’ are in a formal, upper case typeface, while ‘care standards’ has a less formal lower case font. The logo features ‘caring hands’ and a bird symbolising personal rights and freedom.
‘The overriding objective of the commission is to improve the quality of care provided to existing and future users. The NCSC will use its formidable powers to work constructively with service providers in a consistent way. The identity will reflect this new situation and its determination to make a difference,’ says NCSC board member Simon Kirk.
The consultancy was appointed to the project by the DoH in May following a credentials pitch.