CPB draws up elemental logo

The corporate identity for the Government’s new Environment Agency is launched this week. Design is by Coley Porter Bell.

The 9000-employee agency, which has a first-year budget of 550m, begins operating on 1 April. It will absorb the present functions, staff and premises of the National Rivers Authority, Her Majesty’s Inspectorate of Pollution and the Waste Regulation Authorities of England and Wales.

The marque, which follows extensive research by CPB, “symbolises the agency’s role as an impartial and authoritative regulator”, says a CPB spokeswoman. It also “reflects a credible and approachable organisation”, she adds.

The central feature is the outline of a person but the identity also aims to suggest the environmental elements of land, water and air which the agency is charged with policing.

CPB director Kate Irving says the colours – dark green for the symbol, dark blue for the type – were chosen to reflect the “authoritative nature” of the agency.

The symbol and name are designed to work separately, allowing the words to be translated into Welsh.

The design is being applied to stationery, vehicles, signage, uniforms and literature. This week’s launch is supported by the agency’s first corporate brochure, designed by RPG in Bristol.

The agency’s corporate affairs director Miles Wilson says little or no interior design revamping is anticipated for the agency’s multitude of offices.