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.