SomeOne’s recent overhaul of UK Parliament was initially met with logo-focused social media derision, a by-product of many high-profile rebrands. “While there’s understandable attention towards a logo, the other assets most likely prove more useful,” reasons co-founder and executive strategic CD Simon Manchipp.
He draws attention to how the new website, infographic systems and more progressive, digital-first approach are already having an impact. “Just as a F1 car receives many areas of attention that remain out-ofsight between races, the visible design work is not the only aspect important to success,” he explains.
The well-established portcullis mark itself was optimised for three key applications: a radically simplified version for mobile; a mid-size version for general print work; and an entirely new decorative version for large-scale work. “Few people will immediately notice the variants, but should appreciate them over time,” adds Manchipp. “We are not after a thunderclap relaunch, but a more well-considered and engineered approach.”
SomeOne set out to make the UK Parliament’s branding more digitally versatile, and created three different versions of the portcullis marque for mobile, print, and large-scale work.