Corporate branding: Department for Education and Skills

Developing a statement of purpose that builds a stakeholder community

The brief

After the 2001 election the Department for Education and Employment lost its employment agenda and gained the skills brief, representing a 30% change in the department's work and people. The department wanted to reaffirm its purpose, in a way that would be embraced by all stakeholders from its many partner agencies to customers - teachers, parents and children.

We were asked to develop a brand identity for the department and communicate it to all stakeholders and audiences.

The solution

The UK education environment is complex with organisations competing for attention and territory. We completed a comprehensive audit with face-to-face interviews with all key partners. The result was a 'brand map' which placed DfES at the centre of the education world.

Next, we developed a statement of purpose: "Creating opportunity, releasing potential, achieving excellence" to describe a journey, a contract and a partnership. Finally, we recommended not a logo nor an acronym but a "do what you say on the tin" no-logo to express vision and action.

"The Team provided timely and valuable work in developing a clear new visual identity for the 'new' department, and successfully delivered the key aim of offering a simple statement of purpose in a modern way."
Yasmin Diamond, Head of Corporate Communications, DfES

DBA Design Effectiveness Awards 2005 - winner