UK Parliament’s US$70,830 New Visual Identity Has A Logo Similar To Its Old One
UK Parliament has spent £50,000 (US$70,830) on a fresh visual identity, but the new logo looks almost the same as its predecessor.
UK Parliament reveals new digital-friendly brand identity
The new design aims to make UK Parliament fit for purpose on digital platforms.
Left: Old logo. Right: New logo
The distinctive changes include removing the dots found on the portcullis, as well as the four dots situated above the crown. The title has also been changed from “UK Parliament” to “Houses of Parliament.”
A spokesperson from the Parliament explained that it hopes to distinguish the institution from the building it occupies, and highlight its role in the UK’s constitution.
The new logo was designed by SomeOne studio to create a design that is more consistent and clean. The design process included meeting up with Members of Parliament and identifying the main issue of the previous branding. After which, SomeOne presented the different concepts to the managers, who then finalized the identity.
The new logo sees a refined version of the portcullis, with the words “UK Parliament” on the side of it in sans-serif typeface ‘National’, which was created by type foundry Klim.
The new logo now offers clearer visual communication across all digital platforms, from mobile to computer screen. It also features dark purple, mint green and white as its color scheme. A secondary serif typeface ‘Register’ has also been chosen to be used across all its communication materials.
The new identity is currently rolling out across the website, print materials and marketing communications.