We are currently commissioning an illustrator to look at simplifying the. Royal Coat of Arms to enhance its use digitall
HM Government Identity System
March 2012
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Government Identity Creation
For our approach to government identity creation to be a practical and cost effective solution it must be flexible enough to; - work across different media platforms - be tailored to specific audiences.
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Government Identity Creation
To work across a range of platforms all identities should be able to work in a landscape and portrait format. Below illustrates how this can be easily and consistently implemented.
Primary lock-up
icon
Department or Organisation Name
Secondary lock-up
icon
Department Name
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Government Identity Creation
The Cabinet Office identity illustrating the two different lock ups. The new approach reflects government’s heritage through the RCoA and is complemented by a classic sans serif font and a flash of the department’s colour.
Primary lock-up
Secondary lock-up
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Why the Royal Coat of Arms?
Placing the Royal Coat of Arms at the heart of the government identity system was confirmed as the clearest in previous focus group research. The RCoA is a trusted, authoritative and recognised symbol which can unify ministerial departments into a cohesive family of government identities.
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Specific insignia and icons
As there are specific needs for certain ministerial departments that the RCoA cannot fulfil, e.g. Department insignia, overseas usage. The identity creation system can interchange the RCoA’s with specified UK icons/insignia to tailor identities for specific requirements.
Primary icon
For central government identities and the default icon for use (excluding Scotland)
Departmental insignia*
For use when heraldic badges or crests are already used within the department’s identity
*All existing badges need simplifying for use on-line
For use when the RCoA’s is too restrictive (on-line/ mobile) or to avoid duplication of the RCoA’s Auxiliary icons
For use by parliamentary bodies HM Government | 6
What is in use now
At the moment there is no cohesion within the HM Government family and this has caused expense during machinery of government changes There is also a lot of repetition and similarity within existing department identity colours.
Treasury
Cabinet Office
Home Office
PMS 1805
PMS 2935
PMS 2592
Department for Education
Department for Transport
PMS 2955
PMS 3298
FCO PMS 541
DH
DH &NHS
PMS 3268 PMS 300
CLG
DECC
PMS 3282
CYAN
MOD
MOJ
PMS 5115
PMS Black
DCMS
Defra
DWP
BIS
DFID
PMS 5125
PMS 582
PMS 3262
PMS 294
PMS 308
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How a cohesive approach works for departments
Use of a consistent lock-up and typographic approach to naming. Illustrating a new selection of department colours (not agreed), leaving core departments unchanged. This allows for increased variety and stand-out within the identity family.
Department for Education PMS 2955
FCO
DFID
PMS 541
PMS 541
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The HM Government identity and the family
Over arching delivery identities
How a selection of identities work with the system.
RCoA not used, due to repetition
Department identities
Agency/ALBs identities HM Government | 9
Other ministerial departments, what is in use now
Smaller ministerial department will be aligned with the cohesive family.
PMS 541
PMS 541
Office of the Leader of the House of Lords
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How the cohesive approach works
A consistent approach to all ministerial departments.
PMS 2955
PMS 7427
PMS 2955
PMS 2955
PMS 187
PMS 541
PMS 280
PMS 347
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In progress
We are currently commissioning an illustrator to look at simplifying the Royal Coat of Arms to enhance its use digitally. We are working to the size of 40 pixels wide. If this is successful and approved by the Royal College of Arms we will undertake a similar process on other Coats of Arms and insignia.
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Artwork options
For successful and clear implementation we need robust artwork for different media. We propose having three pieces of artwork. 1. Detailed, for use with traditional media and large formats. 2. Basic, for small traditional media usage and standard use digitally. 3. Simple, for small use digitally.
Detailed
Basic
Small
Simple
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Next steps
Explore and confirm department colours Create identity artwork Design identity system guidelines Royal Coat of Arms guidelines Implement the HM Government identity Internal word templates Signage guidance