Equality and Human Rights Commission identity

35 Communications has created the new brand for the Equality and Human Rights Commission.

The brand is focused on equality, which is the cornerstone of the Commission's work.

The new mark is based on an "equals" sign, a universally recognised symbol and one with a direct reference to the overall purpose of the new Commission.

The mark is flexible and easy to use, and supported by a vibrant colour palette that represents the energy and diversity of the work of the Commission, and those that make it happen.

The Commission, which launched at the beginning of October, unifies the activities of the three former Commissions, the Disability Rights Commission, the Commission for Racial Equality and the Equal Opportunities Commission, into one new organisation.

The new brand was developed as a result of an extensive consultation programme designed to ensure that all areas of the Commission's work across England, Scotland and Wales are represented.

The agency conducted a series of brand development workshops across all three countries involving a cross-section of staff, partners and stakeholders.

This inclusive process was an early opportunity for stakeholders from all three organisations to work together.

By encouraging employees to take an active role in the development process, the workshops helped to create an important sense of unity and shared ownership of the new Commission.

Colleen Harris, interim head of communications at the Commission, commented: "The team at 35 has done a great job to engage the entire organisation, from Chairman and Chief Executive, right through to local partners and stakeholders.

"They managed to convince people at all levels about the importance of the brand by framing it appropriately and by making it accessible.

"We've had brilliant feedback from many of the people involved and it's clear that 35 really understood the challenges involved".

Thom Newton, the project leader from 35, commented: "We feel we have achieved the right balance of accessibility and impact.

"The 'volume' can be turned up or down on the brand language to engage with very different audiences - from general public to Government and specific interest and lobbying groups".

The new brand created by 35 is being implemented through all online and offline communications as well as through environments and signage at the new Commission offices at More London SE1, and also in Manchester, Glasgow and Cardiff.

35 Communications is an independent corporate branding and reporting consultancy based in London.

Clients include Associated British Foods, BBC, Bunzl, Cadbury Schweppes, Diageo, The Health Foundation, Dyslexia Action, Mitchells and Butlers, National Express Group, Northern Foods, Rank Group, COI, The Home Office, Reed Elsevier, Royal Albert Hall and Wolseley.

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