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CIPD - Brand identity refresh

Jenny

| 10 Posts

CIPD Staff

12 Jan, 2015 08:31

Hi everyone


I’m Jenny, Head of Brand at CIPD. This is my first post on this community (although I do pop in now and again to keep up-to-date!)


I wanted to share some news with you about our brand identity refresh which launches today.


We’ve been working hard to make sure our new identity better reflects our purpose of championing better work and working lives and embodies our organisational values – being purposeful, agile, collaborative and expert.


To quote our CEO Peter Cheese, ‘The world of work is changing and so are we.’ So with this in mind, from today, you’ll see:


- Our new CIPD logo, based on the theme of dialogue (can you spot the hidden speech bubble?)
- New refreshing and energetic brand colours
- New tone of voice: open, collaborative, conversational
- New photography and graphics – more emphasis on real people including of course, you, our members
- More unified and consistent brand – across our events, branches, colleges, brochures, social media, etc.
- Clearer messages for our audiences – we’re the voice of the profession and with the support of our members, we’re leading the debate.


You can find more detailed info here www.cipd.co.uk/dialogue (live on the site from 9am) on how we consulted, collaborated and deliberated to get to this point – together with a few questions and answers about the project. I’ve also attached some examples of how the new brand identity looks.


I hope you like what you see, we're really excited about the refreshed brand!


Jenny


PS We’ve done a thorough brand refresh but it was nigh on impossible to get everything switched across at exactly the same time, so inevitably some documents, older web pages and some branch communications may still display the older branding. We’re taking a relaxed approach to this as it's a good way of keeping costs down. We’ll catch up with everything else as soon as we can.

sneak peak.jpg
  • David

    | 37 Posts

    Chartered Fellow

    12 Jan, 2015 10:36

    Thanks for the update, Jenny.

    As a matter of interest, how much did the rebrand cost? 

     

  • Jenny

    | 10 Posts

    CIPD Staff

    12 Jan, 2015 11:16

    In reply to David:

     David,


     


    In total we have spent £290,000 over a period of 12 months across all aspects of this work. For perspective, this represents 8.7 per cent of our annual marketing spend and around 13.5 per cent of total strategic investments. This is the first brand review at the CIPD since 2000, when the IPD became the CIPD. It is an investment that we believe is well in proportion with the significant changes in the world of work and at the CIPD in the intervening 15 years, and one we fully expect to stand us in good stead in brand terms for many years to come.


     


    Value for money has been an important factor for us.  We carried out as much of the work as possible in-house, making good use of our own resources. Where we needed independent and expert advice we went out to tender to select the best partners at the right price. We have a lot of material that bears our logo and other elements of our brand. To keep costs at a minimum, we’re updating things gradually and in line with natural replacement cycles, so it’s likely that in some cases the old and new brands will live alongside each other for a few of months. Equally we’ve been running down stocks and delaying other printing and other expenditure where possible, again to keep costs down.


     


    Jenny


     

  • Lesley

    | 393 Posts

    Chartered Member

    12 Jan, 2015 11:17

    David - I was wondering this too.

    Also is it possible for someone to re-export the new logo above at a higher quality?

    The current one looks really unprofessional as the .gif file has jagged blurred edges from poor anti-aliasing and compression. Can it not be saved as a PNG to maintain the quality and crisp edges?

  • Jenny

    | 10 Posts

    CIPD Staff

    12 Jan, 2015 11:28

    In reply to Lesley:

    Lesley


    Are you loading the logo from somewhere in particular and I can check what's happened with the resolution. Yes we certainly do have PNG versions, so good to understand where you're seeing that.


     Thanks


    Jenny 

  • Lesley

    | 393 Posts

    Chartered Member

    12 Jan, 2015 12:12

    The logo you see at the top of the communities is here -> http://www.cipd.co.uk/images/general/logo.gif

    It looks a little better if you view it directly (although still not completely crisp), but it appears to be slightly squished when it is embedded in the header so it looks a lot worse there.

    I've looked at the code and I think I've identified the issue. The stylesheet is trying to squeeze the image into a box (#topbarleft) that is only 74px tall, but the image is 76px. This may explain the weird aliasing showing when it is embedded.

    hope this helps! 

  • Jenny

    | 10 Posts

    CIPD Staff

    12 Jan, 2015 12:20

    In reply to Lesley:

    Lesley


     Sounds like your website pro, thanks for this I'll pass onto our development team.


    Jenny

  • Tim

    | 8 Posts

    Chartered Fellow

    12 Jan, 2015 12:59

    Hi Jenny,

    Just thought I'd say that I love the new look! I've certainly grown used to the old branding but it looks very outdated next to the new logo and style. I think it's a great time to do this as I really feel the CIPD as an organisation has changed and moved on massively, which is reflected by how much more involved I feel as a member these days. HR is changing too and I think it's really important to present the right "face", both to those within the profession but outside the organisation and those outside the profession who are looking for the leading authority on the subject.

    Well done all!

    Tim. 

  • In reply to David:

    Hi Jenny,

    just dropping by to say I like the new logo.  Good colour scheme with a clear, strong visual.  Also good to see the level of updates provided by CIPD staff through a whole range of methods this morning on what you have done and why. 

    Pleased to hear the message about social and digital collaboration (but then I would say that.... #twitteraddict).   

    Now, how do I get a new pin badge to wear to events?

    Regards

    Gemma  

  • Jenny

    | 10 Posts

    CIPD Staff

    12 Jan, 2015 13:09

    In reply to Tim:

    Thanks Tim, delighted you like the changes.
  • Jenny

    | 10 Posts

    CIPD Staff

    12 Jan, 2015 13:10

    In reply to Jenny:

    Gemma


    Many thanks for the feedback. I like the pin badge idea, let me see what I can do.


    Jenny

  • Ian

    | 1 Posts

    Affiliate

    12 Jan, 2015 13:29

    In reply to David:

    Hi Jenny,

     

    I've just been catching up with the new branding after spotting the logo over on Twitter a few moments ago and I think it looks great! I think a refresh was long-overdue and I'm delighted to see it.. The new look and feel definitely feels more congruent with the CIPD that I know and love!

      

  • Rosemarie

    | 594 Posts

    Chartered Fellow

    12 Jan, 2015 13:54

    While we are on the subject of 'improvements', where do I opt out of receiving the magazine for senior HR people?  I can't seem to find the option anywhere.

  • Steve Bridger

    | 6857 Posts

    Community Manager

    12 Jan, 2015 14:03

    In reply to Rosemarie:

    Hi Rosemarie,

    Do you mean the .Work journal? I can sort that for you.

    Do you not like it?

      

  • Rosemarie

    | 594 Posts

    Chartered Fellow

    12 Jan, 2015 14:54

    Hello, Steve.  Oh yes, that is what it was called.  Feeling to be in one of my more tactful moments I think I will just say that it's what my local Council is trying to get us residents to cut down on!

     

  • Jenny

    | 10 Posts

    CIPD Staff

    12 Jan, 2015 15:05

    In reply to Rosemarie:

    Thanks Ian. Lots of comments on our social channels which is great.


    Jenny

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