Money and Pensions Service

Corporate logo (official) + Visual identity (proposed concept)
Sponsored by the Department for Work and Pensions, MaPS was established in 2019 as a new governmental organisation which would bring together under its umbrella three major financial guidance bodies. Its main purpose is to develop and co-ordinate a national strategy which aims to improve people’s financial capabilities by providing accessibility to the best financial services and knowledge available in the UK.
As part of the new organisation branding I was responsible for designing the official corporate logo and conceptualising the visual brand identity. Since the brand’s main communication purpose is internal (aimed at the workers who joined from the three financial bodies) and official (aimed at govermental and policy makers bodies) the strategy developed based on three key words: Growth, Trust and Expert, depicted by a blue ribbon that can expand, grow and direct. The negative space of the logo created by the angled shape has been used as an identifiable graphic device that frames, direct and enhance the important part of the message.

Agency: M&C Saatchi



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