ITEM 2
PROCEDURES SUB-COMMITTEE
28TH APRIL 1992
CORPORATE IDENTITY MANUAL
REPORT OF THE COUNTY SECRETARY
1. Introduction
1.1 At its meeting on 18th November 1991, the Procedures Sub-Committee
agreed to recommend to the Policy and Resources Committee the
adoption of a new corporate identity based on the coat of arms
granted to the County Council. This recommendation was accepted by
the Policy and Resources Committee on 9th December 1991 and
endorsed by the County Council at its meeting on 19th December
1991.
1.2 The decision by the Procedures Sub-Committee required that a
corporate identity manual should be prepared prescribing rules for
the use of the new insignia, and that this manual should be
submitted to the Sub-Committee for approval as soon as was
practicable. This report accompanies the draft corporate identity
manual, which has been produced by the Graphics Design Unit and the
Head of Public Relations. The report summarises the policy
approach in the manual.
2. The Corporate Identity Policy
2.1 The philosophy behind the use of the corporate identity is to
present a consistent image of the County Council, thus raising
public awareness and appreciation of the County Council's work.
2.2 The full coat of arms will be reserved for formal and ceremonial
occasions. For instance, it will appear on Members' stationery and
official documents. The badge (i.e. the shield with the rose and
crown) will be used for everyday purposes. Both the coat of arms
and the badge must be accompanied by the words "Hampshire County
Council", as stipulated by the Sub-Committee at its last meeting.
2.3 The corporate identity must be consistently applied if it is to
have the desired effect. The corporate identity manual aims to
address every circumstance in which the identity of the County
Council is portrayed, laying out detailed rules and guidance for
the use of the identity.
2.4 A key point in the manual is that the corporate identity must not
be altered by users. The relationship of space and size between
the badge and the typography must be as set out in the manual; and
no extra words or visual devices are to be added to the design.
2.5 The corporate identity will be applied uniformly except where there
is good reason to allow an exception. There is flexibility in the
manual to meet the differing needs of departments. For instance,
the letterhead design allows departments to include the information
which is relevant to them. This helps to preserve the uncluttered
look of the design by including only essential information.
3. Exceptions
Exceptions to the standard presentation must be authorised by the
Sub-Committee or by the County Secretary, should the Sub-Committee
wish to delegate this authority. It is suggested that the
following list of exceptions should be approved:
i) Schools and colleges may choose to adopt their own logo. They
should in this case be encouraged to use the County Council
identity in addition to their own.
ii) Visitor sites (including museums, country parts, gardens,
activity centres and arts centres) need their own visual
identity for marketing purposes. They should use the County
Council identity in addition to their own.
iii) There are sections of the County Council which need a
marketing identity. These are:
Commercial Services Group
Scientific Service
County Music Service
County Youth Service
Hampshire Microtechnology Centre
Hampshire Printing Services
In these cases, the corporate identity should be used in
addition to the individual identity.
iv) Co-operative ventures between the County Council and other
bodies may have their own visual identity, but should use the
County Council identity in addition thereto. Examples include
the Guidance and Careers Service and Hampshire County
Training.
v) The police service will continue to use its present insignia,
although the Police Authority will use the new badge.
vi) The fire service will in principle adopt the new insignia, but
will implement the change so as to ensure that no unnecessary
costs are incurred.
4. Use of the Identity by Other Bodies
4.1 The Sub-Committee stipulated at its last meeting that any use of
the coat of arms or new insignia by other organisations would be
subject to the approval of the Sub-Committee. A separate report
has been prepared on this issue.
4.2 The corporate identity manual includes a version of the badge
accompanied by the words "funded by Hampshire County Council".
Subject to the Sub-Committee's approval, it is intended that all
grants made by the County Council should include in the conditions
of grant a requirement that the recipient uses this acknowledgement
of support in all publicity material.
5. Implementation
5.1 The Sub-Committee agreed at its last meeting that the cost of
implementation should be minimised by introducing the new corporate
identity on a piecemeal basis. In accordance with the
Sub-Committee's recommendation, the new badge has since December
been used on new publications. Its introduction to standard
applications like stationery and signs awaits the Sub-Committee's
approval of the corporate identity manual. The new designs will be
phased in as existing stocks are due for replacement.
5.2 Members asked at the last meeting for details of the costs incurred
in designing the coat of arms. The cost of the grant of arms by
the College of Arms was £6,470. This is a standard fee, and
includes the cost of the Royal Warrant necessary for the inclusion
of the royal crown in the arms. Artwork for the coat of arms and
the badge for everyday use has cost £1,600.
5.3 In order to be consistent with the corporate identity, the official
seal of the County Council will require replacement. The design of
the new seal will be based on the full coat of arms.
5.4 Compliance with the corporate identity will be monitored by the
Public Relations Unit.
6. Corporate Merchandise
Ties and scarves featuring the new badge will in due course be
available for purchase by Members and officers. Other items
featuring the badge will be on sale in the Information Centre in
the Tower Street offices.
7. Recommendations
It is RECOMMENDED that:
7.1 The corporate identity manual attached as Appendix I be approved.
7.2 The list of exceptions set out in paragraph 3 be approved, and that
authority to vary the list be delegated to the County Secretary.
7.3 The corporate identity manual be printed and distributed to
departments.
7.4 The new corporate identity be introduced immediately to all new
applications and to existing applications as replacement falls due.
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