Money and Pensions Service

Visual Identity
Organisation logo (official) + Identity concept (proposed)
Agency: M&C Saatchi
The initial brand’s communication purpose at stage one was internal (aimed at the employees who joined from the three financial bodies) and official (aimed at third sector, governmental and policy making bodies), the strategy developed on the basis of three core messages that supported the new positioning of the organisation: Growth, Trust and Experts, depicted in the logo mark by a blue geometric ribbon that can expand, grow and direct while providing a sense of mission and togetherness.

The logo mark 25 degrees square shape, is used as an identifiable and flexible graphic device that frames, directs and enhances the focus on the hero image and message.
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