Corporate branding: Metropolitan Police

Creating public confidence through consistent messaging

The brief

A report entitled 'A force for Change' found that the Metropolitan Police was inconsistent across its communications and message platforms. Despite the introduction of a single statement of purpose, Working for a safer London, the organisation's visual identity had started to erode, leading to incoherent messaging and confusion surrounding the master brand.

We were asked to identify where the application and management of the visual identity was breaking down across the Met and provide solutions and recommendations that would support its consistent use and secure management.

The solution

An audit of the organisation's existing visual identities was carried out resulting in the development of a set of corporate guidelines. These were supported by a sub-branding policy to monitor the production of individual brands created separately from the mother brand.

We are undertaking the following: a review of the web and intranet sites; devising an internal messaging strategy following the appointment of the new commissioner; reviewing the identity within all Metropolitan Police stations and buildings.

"We can rely on The Team to continually produce a high quality of work. They have the ability to grasp political sensitivities and complicated policing issues. I would recommend The Team as suitable brand consultants to any organisation without hesitation."
Jo Ward, Head of Marketing, Metropolitan Police