As a communications professional, I feel your ranter needs to understand the place of branding in the communications mix (‘Equality and Human Rights Commission (EHRC) branding’, Personnel Today, 16 October).
Without a strong identity that emphasises its function (equality and human rights) over its status (a commission) the EHRC will not be able ‘effectively to raise awareness of the issues’. It is also worth pointing out that this was not a ‘rebrand’, as the EHRC did not have a brand prior to this. It had a bland, blue stripy logo that had been knocked together by a bored graphic designer. I’m quite glad it has changed its logo. I also hope the organisation’s new identity will speak to the people it’s trying to represent.
Posted on Personneltoday.com