HM Government Identity System - WhatDoTheyKnow

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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

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