- Why do we need a new brand?
- How was the brand identity developed?
- What will the cost be to the council?
- Will everything be rebranded over time?
- When might residents start seeing the new logo?
Why do we need a new brand?
The new brand will be a significant symbol for residents, staff, partners, suppliers and elected members across Buckinghamshire informing them that this is a new council, replacing the current five councils in the county.
In May 2019, government set out the detail for the new council including a new name for the new organisation, Buckinghamshire Council. A new brand identity is required to ensure we meet legal requirements when the new council comes into existence and ensures visibility of its core services.
How was the brand identity developed?
The new logo, and the associated branding, was designed at no cost to the council, using three in-house designers from across the existing five councils. The designers worked to a brief which specified the new brand should be accessible for people with visual impairments, flexible enough to work across a range of formats – particularly digital, and not be reminiscent of any of the current councils’ brand.
The designers took guidance from a member working group consisting of seven councillors from across the county who worked to refine concepts at each stage of development.
A set of focus groups took place at the beginning of September with local residents, employees and councillors who gave us their feedback on the final set of three concepts. The feedback helped us refine the final concept and recommend ‘spectacular landscapes’ as the overall preferred new brand.
What will the cost be to the council?
A maximum budget of £755,000 has been allocated to apply the new brand to assets that are important to change for 1 April 2020, including those that are legally required to bear the new council’s name. We are aiming to keep costs as low as possible by reprinting or replacing items where it is absolutely necessary. Although this might seem like a significant sum there are a number of items that have to bear the new name and logo of the new council by law. We will rebrand the new council’s assets as sustainably as possible, thinking carefully about the financial and environmental impact.
Implementation of the new branding will be a gradual process across a number of years, to spread the cost as well as reduce unnecessary waste.
Will everything be rebranded over time?
It is very unlikely that everything will be rebranded due to the sheer amount of items out there that bear one of the council’s logos. A good example is wheelie bins – there are approximately a million across the county and have a lifespan of over 20 years. Therefore only new bins produced, once current stocks run out, will be made with the new Buckinghamshire Council branding on them.
When might residents start seeing the new logo?
We will start using the new logo on some assets and communications materials in the new year as part of our campaign to promote the new council to residents, business and local organisations.
As part of this we will also begin to use the new logo on new assets, such as specialist waste vehicles, where the application of the branding is included in the cost, so it makes sense that we apply the new logo in preparation for April 2020.