PROCEDURES SUB-COMMITTEE
 
18TH NOVEMBER 1991
 
CORPORATE IDENTITY
 
REPORT OF THE COUNTY SECRETARY
 
 
1.   Introduction
 
1.1  Members will be  pleased to  note that  the County  Council has  been
     awarded its own  Coat of  Arms.  The  Coat of  Arms incorporates  the
     Royal Crown - this requires express Royal consent and is a particular
     honour.
 
1.2  The purpose of this report is to obtain approval to the design  which
     will be used  for all  formal and  ceremonial occasions  and agree  a
     badge deriving from it for everyday use.
 
1.3  The award follows from a decision of the County Council meeting  15th
     September 1988, when  it was resolved  to take steps  to apply for  a
     Council Coat of Arms.
 
 
2.   The Coat of Arms
 
2.1  The  Coat  of  Arms  is  shown  in  Appendix  I.    During  prolonged
     discussions with the College  of Arms, a  number of detailed  changes
     took place  and  consideration  was given  to  an  appropriate  motto
     Ultimately, it  was considered  that it  was more  likely to  further
     corporate identity if  the words Hampshire  County Council were  used
     rather than a Latin motto.
2.2  It  is   normal   to   reserve   the  Coat   of   Arms   for   formal
     occasions/documentation and use a badge or a symbol derived from  the
     Coat of Arms for everyday purposes.
 
3.   Badge
 
3.1  A number of options have been  examined to derive an effective  badge
     from the Coat of Arms  for everyday use.   Such a badge can  comprise
     any part or parts of  the approved Coat of Arms.   On balance, it  is
     suggested that the  rose and  crown symbol  shown in  Appendix II  is
     adopted.  This symbol preserves the  County rose which has long  been
     associated  with  the  identity  of   the  County  Council  and   the
     incorporation  of  the  royal  crown  is  especially  significant  as
     indicated in the opening paragraph of the report.
 
4.   Developing the Corporate Identity
 
4.1  The next stage is to take the Coat of Arms and the badge and  develop
     a corporate identity manual which prescribes the way in which the two
     insignia may be used in  all types of documentation, notices,  boards
     etc., emanating  from the  County  Council.   This will  include  the
     regulation of  appropriate  type  faces  and  design  layouts.    The
     identity manual will address every circumstance in which the identity
     of the County  Council is portrayed  and lay out  detailed rules  and
     guidance for  the  use of  the  approved  insignia.   This  task  was
     included as an integral part of  the job description of the new  Head
     of Public Relations and Marketing.  The development of the  Corporate
     Identity Manual  will  take  place in  close  consultation  with  the
     Graphic Design Unit.
 
 
4.2  When complete, the manual will be submitted to the Sub-Committee  for
     approval at a special meeting to be arranged.  It is anticipated that
     completion will take   three  months.    In the  interim, whilst  the
     corporate identity manual is being compiled, it will be necessary  to
     reflect the  change in  the insignia   agreed  with immediate  effect
     wherever possible.   It is  recommended that  this takes  place on  a
     piecemeal  basis  as  and  when  it  becomes  necessary  to   reprint
     letterheads, revise general stationery stocks and alter livery.
 
4.3  Only the agreed insignia should therefore be used for forthcoming
     occasions or on documentation to be issued in the future.
 
5.   Police and Fire Services
 
     The insignia used by  the Police Force is  already based on the  rose
     and crown, it  is suggested  that the present  insignia continues  in
     use.   The Fire  Service insignia  is completely  different from  the
     existing and proposed corporate  insignia.  It  is suggested that  in
     principle the new insignia  should be adopted  for the Fire  Service,
     but that discussions  should take place  on implementation to  ensure
     that no unnecessary costs are incurred.
 
6.   Terms of Reference
 
     The Committee's terms of reference are currently limited to
     considering  and  making  recommendations   to  Policy  &   Resources
     Committee.  Once the preferred corporate insignia have been agreed by
     the Policy  & Resources  Committee, the  development of  a  Corporate
     Identity Manual  and decisions  relating  to Corporate  Identity  are
     matters of details more suited to  resolution in a sub rather than  a
     main committee.   It is therefore  suggested that on  this issue  the
     Committee is given the power to resolve.
 
7.   Recommendations
 
     That it be a RECOMMENDATION to the Policy & Resources Committee:
 
7.1  That the Coat of Arms and the corporate badge set out in Appendices I
     & II be approved and the Chairman be authorised to sign the necessary
     formal document for a Grant of Armorial Ensign for forwarding to  the
     College of Arms in formal acceptance of the design.
 
7.2  That the  new  insignia  be  used for  all  future  applications  and
     existing insignia  be no  longer  used for  Council occasions  or  on
     documentation other than to use up existing stocks.
 
7.3  That it be noted that changes will be introduced to reflect the
     revised insignia for all new applications, pending production of  the
     Corporate Identity Manual.
 
7.4  That the contents of the Corporate Identity Manual be submitted to
     the Sub-Committee as soon as is practicable for approval.
 
7.5  That the Sub-Committee's Terms of  Reference be amended to enable  it
     to resolve  all issues  relating to  the County  Council's  Corporate
     Identity.
 
 
 
7dR23109

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