Computer Arts - - Industry Issues -

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.

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