The ask

One common aim. The Crown Prosecution Service (CPS) – a government organisation based all over England and Wales – appeared disjointed to both the public and its own staff. Its outdated logo was implemented inconsistently across its literature, due to a lack of guidelines and agreed style for internal and external communications.

The task

A strong identity. We needed to reinforce the CPS’ reputation and help its aims gain wider recognition. To help build the organisation’s image, we refreshed and updated the logo – keeping the scales of justice as the main graphic. We wrote in-depth guidelines covering typography, colour, photography and tone of voice. Finally, we designed a range of stationery and produced literature templates to be used internally and externally, on a regional and national level.

The proof

Consistent and unified. The guidelines were produced on a CD along with ‘at a glance’ printed booklets that were distributed and implemented in each of the regions. With a consistent use of colour, typeface and design, the CPS has increased its visual impact and positioned itself as a unified organisation.