The Department decided there was a need for a brand refresh as non-specialist audiences did not recognise our logo and it did not clearly communicate our role. Creative solutions were required to address issues around brand recognition, explaining the responsibilities of the department, and to ensure visual consistency across all applications.
My right hon. Friend the Member for Dulwich and West Norwood (Tessa Jowell) and former DCMS Permanent Secretary, Sue Street, oversaw the process.
Due to a limited budget it would not represent value for money to have a dedicated monitoring resource.
Value for money is achieved by using consistent design templates wherever possible, for communications material based on the DCMS brand guidelines in order to reduce design costs.
Due to limited budgets, the Department does not have resources for any wider evaluation.
The wider visual identity includes consistent and distinct brand colours and typefaces. There are also straplines to explain the work of the Department available to use in several design templates. On the contribution of the logo to the Department’s communications, aside from the initial branding research undertaken, due to limited budgets the Department does not have the resources for any wider evaluation.