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Departments: Marketing

Volume 458: debated on Monday 12 March 2007

To ask the Secretary of State for Work and Pensions what the expenditure has been on (a) managing his Department’s corporate identity and (b) branding in each year since 1997-98. (123167)

The Department for Work and Pensions was formed on 8 June 2001 from parts of the former Department of Social Security, the former Department for Education and Employment, and the Employment Service. Information prior to 2001 is not held centrally and can be obtained only at a disproportionate cost.

To accommodate this change, the Department’s corporate identity needed to be developed. This work included new branding design, staff research and consultation, and the application of the logos to key items such as stationery, building signs and electronic media. This cost for this was £232,044.

A review of our corporate identity was undertaken in 2004, which included a branding review. This was to support the organisational design with a new corporate image. The cost of this review was £92,751, and included design, product management and production.

We have this last year developed easy to understand guidelines for use by staff and also external organisations, so that the integrity of the Department’s identity is upheld where it is used or displayed. The cost of the development and production of these guidelines has been £45,663.