Brand Catalyst creates new Keep Britain Tidy identity

Brand Catalyst has created a new identity for the Keep Britain Tidy campaign.

The new brand, which will be used in all public-facing communications, will double as the corporate identity for the organisation behind the campaign, which was formerly known as EnCams.

Brand Catalyst was appointed to look at EnCams’ brand and naming strategy in October 2008 following a six-way pitch. This work then led on to a separate brief to create a new identity for the organisation.

Peter Shaw, managing director at Brand Catalyst, says highlighting the ‘It’ in Keep Britain Tidy makes the brand more flexible, so that it can be used in campaigns that also connect back to the corporate identity.

A refreshed Tidyman icon is used as an anchoring device for campaign lines, which will be adapted according to issue and location – such as ‘Let’s keep Wigan tidy’ and ‘Help keep your park tidy’.

Ginette Unsworth, marketing manager at Keep Britain Tidy, says, ‘We work very closely with local authorities and other partner organisations in delivering cleaner, greener places and we realised that we could better leverage our famous campaign identity with Brand Catalyst.

‘The Keep It Tidy idea will allow us to make the campaign more engaging and locally relevant.’

Peter Shaw, managing director of Brand Catalyst, says, ‘We have worked closely with EnCams to create a common identity for the public campaign and the organisation behind it.

‘We had twin objectives of raising the profile itself and to create a campaign identity that would be more engaging to our varied audiences.’

The new brand is in use from today.

Hide Comments (9)Show Comments (9)
Comments
  • Tobi Laniyan November 30, -0001 at 12:00 am

    I like the way that Britain is incorporated within the word (IT) its clever word play.

  • Tabrez Ahmad November 30, -0001 at 12:00 am

    All I can see is “Keep Brain Tidy”

  • jez November 30, -0001 at 12:00 am

    In my opinion, this is a benign, unoriginal, uninspiring piece of branding.

    Bring back the pictogram man chucking the litter into the bin!

  • Michael November 30, -0001 at 12:00 am

    Yawn

  • jez November 30, -0001 at 12:00 am

    In my opinion, this is a benign, unoriginal, uninspiring piece of branding.

    Bring back the pictogram man chucking the litter into the bin!

  • phil November 30, -0001 at 12:00 am

    Bin it

  • Name November 30, -0001 at 12:00 am

    A real missed opportunity. What rubbish.

  • sue turner November 30, -0001 at 12:00 am

    Suggest that they hook up with Paul Smith and his lovely waste bunny that’s on show in Covent Garden at the moment. They should let it inform the identity. Lets have a whole litter of them nationwide!

  • Ruth Darrah November 30, -0001 at 12:00 am

    Well I think it’s clever. They haven’t got rid of the tidyman, but made it more relevant by anchoring it to campaign lines like Let’s keep it tidy! Linking well to the double reading of Keep It Tidy within the new logo Keep BrITain Tidy. Smart!

  • Post a comment

Latest articles

The biggest product launches of 2017

We look at some of the most exciting product design stories from this year, including a reincarnated version of the Nokia 3310 handset, a touchscreen projector from Sony and a smart