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800 years old and brand new
Unravelling the true genotype of our national emblem was the first issue to tame when taking on this bestial brand mark.
When we were first asked to tender for the re-branding of the States of Jersey Strategic Plan and Business Plans we suspected we would have a job on our hands. The task was further confirmed when we were shown the existing literature, which sported no fewer than sixteen different logos. This of course was not the mark of a unified government, working together for Jersey. It was therefore the place to start.
First of all it was necessary to do some research to ensure that the logo was historically and heraldically correct. So… are they Lions or Leopards ? well actually, according to those in the know, they are Leopard Lions. We were also keen to further emphasise the joined-up approach to government and policy making by adopting existing elements of the Jersey Tourism brand such as the colour palette and typography which had already been used off-island very successfully.
The next step was a series of meetings with various representatives of all the States Departments to discuss various aspects of the brand roll out. Being prepared to be pilloried we were overwhelmed by the positive response from everyone.
There is an old Lion Tamers analogy that says “the trick is getting them to sit still, listen and work together, this preparation ensures that when they leap through a hoop of fire, they get it right and it looks instinctive”. I don’t know why but this seems strangely appropriate.
- To create a unified States of Jersey logo
- To achieve constancy across all communications
- Create a new logo and brand tool kit
- Devise a supporting brand tool kit and usage guidelines
- Historical Accuracy
- Utilise existing brand elements from Jersey Tourism
- A new logo and brand tool kit reflecting a corporate approach to government and policymaking, a key world player, uniquely balanced mix of talents and 800 years of unique history.
- A strong and consistent brand of which we can all be proud.
Having the opportunity to re-design the logo for the States of Jersey was more a labour of love than a commercial venture. We are all very proud to of our Jersey roots so there was no shortage of volunteers for this job. Logos are traditionally seen as the focal point of branding and with 800 years of unique history and a desire to be seen as a key world player, it was especially important to get this one right.