The project

A brand family was needed for newly formed Policy Liaison Groups (PLGs), a series of advisory groups that focus on a particular policy area in the UK. They required consistent yet distinct brand entities that can engage MPs, business leaders and policy formers.

Logos and brand assets were designed to enable each group to communicate effectively with its audience within the PLG umbrella.

Social media avatars

Creative process

The new PLG brand identity uses an established colour palette for each group to help visual continuation for the new phase of group activity. The logo design has undergone an evolution to communicate this change, with a refreshed logo marque and fonts used. The new marque signifies both the convergence and divergence of healthy policy discussion, and the bringing together of respective parties to progress the debate. The abbreviated ‘PLG’ version uses negative space to evoke Big Ben towering over proceedings at the Palace of Westminster and Portcullis House.

The font combination was chosen to reflect consistency across the family of groups, and give foundation for the specific activities within each respective policy area. ‘Policy Liaison Group’ font was inspired by handmade signage, with echoes of Margaret Calvert’s iconic typography for Britain’s roadsigns, used in combination with an impactful slab serif typeface popular in display signage and newspaper headlines.

The new design aims to give a modern and professional look and feel that looks forward to a new phase of development, building on existing elements to help the transition to new group identities.

Result

PLGs have navigated a successful period of transition and continue to build their rosters of partners, engaging in regular roundtables and events. Output includes reports, email newsletters and social media content.