To ask the Secretary of State for Culture, Media and Sport what methodology was used to reach the decision to refresh his Department's logo in April 2006; which (a) Ministers and (b) officials were involved in that process; and what steps have been taken to monitor the effectiveness of the refreshment. (294919)

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.

To ask the Secretary of State for Culture, Media and Sport what expenditure his Department incurred in refreshing its logo in April 2006. (294920)

The costs were as follows:

Initial design concepts: £3,055

Identity design development: £10,460

Identity guidelines: £10,800

Total: £24,315.

To ask the Secretary of State for Culture, Media and Sport how his Department assesses value for money achieved in the consistency and distinctiveness of its communications. (294921)

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.

To ask the Secretary of State for Culture, Media and Sport pursuant to the answer of 14 October 2009, Official Report, column 408W, on departmental logos, what his definition of his Department’s wider visual identity is; what measures he uses to assess the contribution of the logo to (a) explaining the work of his Department and (b) the consistency and distinctiveness of its communications; and what assessment he has made of the impact and success of this identity. (294962)

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.