From up here we can see the change
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From up here we can see the change
An introduction to the Land Registry brand identity designed by North in 2003.
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The following is an introduction to the Land Registry brand identity designed by North in 2003, taken from a copy of the corporate identity guidelines. If you enjoy articles like this, and would like to support the project, subscribe to Logo Histories.
For some time now, we have been working with corporate identity experts to develop a new identity for our organisation. It has been a fascinating experience. In order to develop a new identity we first had to ask ourselves some searching questions about how we wanted our organisation to be seen, both by others and by ourselves. As we shaped our vision of what sort of organisation we will become, so it shaped the identity. When the vision and identity matched, we knew we'd got it right. As the identity is revealed on the following pages, you will see that its theme connects our existing strengths with where we want to be a decade from now. It underpins the strategic objectives of our 10 year strategy, and signals to the world that we are changing into a more outward-looking business. At present, professionals respect us as the authority on land ownership. In the future everyone will see us that way, and a memorable new image will play a crucial part in marketing our new services to a wider customer base. The identity is not just a logo; the underlying design programme extends across all our communication platforms and will allow us to capitalise on the opportunities that electronic media provide.
The years ahead will see us becoming an even more highly-skilled organisation, acquiring expertise in new fields while still retaining the qualities which have served us well for over 140 years. We will always be on the lookout for new ways to use our expertise for the good of the community, both at home and abroad. Our mission is to be the world's best service for guaranteeing the ownership of land and facilitating property transactions, a process that is both fundamental to a market economy and vital in the lives of ordinary people. The corporate identity expresses just the right balance between our public service ethos and our new proactive approach. It will help us respond to the challenges that lie ahead during our transformation into a truly 21st century service. Let's be the best!
Peter Collis
It was in June 2001 I was approached by the Land Registry. I was briefed that long term and strategic changes were afoot and a wholesale review of communication was on the cards. Could I help with some advice on the subject of corporate identity and the use of design? I took up the challenge eagerly. It was so refreshing to hear of a government department that wanted to utilise design to help ameliorate performance and that was ready to incorporate best practice into the public arena. My job was simple - to provide some insights into the benefits of the corporate identity process, some checklists of questions to ask, and case-study examples. Fortunately, it was clear from the outset that some members of the Land Registry Board understood that design in this context was not about cosmetic changes or logos but about manifesting the ambitions and executing the strategy of a complex and large organisation.
On the other hand, the job of the communication team was far from simple. It was therefore a great privilege to have been invited to view and comment on the final results almost two years on. It is quite clear that everyone has held on to the strategic role that design has to play in this exercise. A system has been devised that clearly considers every detailed aspect of the Land Registry's operation, including the relatively uncharted waters of e-conveyancing. It delivers the opportunity for coherence and consistency and considers the many diverse users of this government organisation. As a champion of creativity it is pleasing to see that much care was taken by the procurer to select the right design group and brief them well. It is heartening to see that the programme looks set to achieve cost-savings - good design always pays dividends.
David Kester
Millimetre by millimetre we are re-engineering the physical landscape into a digital one. Our mapping system is vectorising 160,000 sq. km of land, and work continues on completing the register. Each byte of data is building a comprehensive land and property ownership index.
Some 8.000 people, controlling the largest property database in Europe, are processing £1 million of property every minute. Every nine seconds a transaction is recorded, adding to the blueprint that interprets the landscape in economic terms. 18.5 million registered titles protect the ownership of property to the value of £2 trillion. This certainty of land ownership could not exist without our organisation –our role is fundamental to economic prosperity.
Our role a decade from now will be very different. The way we work is changing as we become proactive, and take on new responsibilities including delivering more and more services electronically. Our future is outward-looking pursuing new opportunities that will result in us being far more in the public eye This fundamental change requires a transformation that will give the public a better understanding of our character. The more accessible we become, the more we need an image of ourselves that reflects our ambitions.
We are introducing a new corporate identity that will help to shape our vision of the future. It is not a veneer; it goes deep below the surface to create a visual profile that works in conjunction with our strategic objectives. It embodies everything we stand for, and will influence the look, feel and imagery of all that we are and all that we do. This in turn will actively change our customers' perceptions of our organisation.
The corporate identity creates a memorable, forward-looking image that will raise our profile with conveyancing professionals and the public It is essential for marketing ourselves successfully to a wider customer base, and will be used for all existing services and with any developed in the future. The corporate identity applies design principles that create consistent communications at every level. The resulting rationalisation will reduce costs and raise visual standards. Our new identity supports our 10 year strategy and brings our organisation together under one powerful and consistent image. To our customers it will define us as one cohesive organisation and will extend the recognition of the work we do, projecting our expertise across all our existing and future services.
The corporate identity programme includes a new corporate symbol, information architecture, palette of colours, typeface and photographic resource. The articulation of these five basic elements will influence every aspect of our communications, from conventional print-based media to electronic platforms.
The following pages will give you a greater insight into the inspiration behind the design programme, and will show you the changes you can expect to see over the coming months.
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About Logo Histories’ Extra Issue
Logo Histories' Extra Issue unlocks opinion and insights lost to time, buried within the pages of rare out-of-print design books and magazines. Through this series, you'll come to understand the challenges and opportunities corporate identity designers of the past faced to help you better understand design practice of the present. For Logo Histories, click here.