PRIORITY RE-BRANDING A GUIDE FOR STAFF

Transcription

1 PRIORITY RE-BRANDING A GUIDE FOR STAFF

2 1.0 The Education Authority Brand A corporate identity for the Education Authority (EA) has been developed to replace the branding used by the current Education and Library Boards (ELBs) and the Staff Commission. This guidance has been produced to help inform staff making decisions about operational re-branding. Annex A provides specific directions to be adhered to in a number of areas including corporate stationery and external signage. Detailed EA Brand Identity Guidelines have been developed to ensure that the application of the logo to any corporate material is consistent and accurately reflects the intended design. Any application of the branding must adhere strictly to these guidelines. 2.0 Approach Organisational re-branding is a major logistical exercise. There is a wide range of items to which the new corporate identity must be applied. EA is being established within a severely constrained financial environment where the priority is to direct as much funding as possible to front line education services. It is important that the organisation takes a practical approach to re-branding and is seen to be responsible in the use of public funds. It is also important, however, that as a new organisation, EA begins to establish itself in the minds of stakeholders and staff. It must start to build its own culture and develop its brand image. Corporate identity is a very important part of this process. Re-branding will be a long term process and for the most part will take place as items are naturally replaced of refreshed to minimise the cost. 3.0 Operational Responsibility Corporate re-branding will be managed centrally, initially through the EAIT Communications Project Manager and the Communications Officers. At an operational level, heads of service are expected to take responsibility for applying the new corporate identity e.g. banking stationery, publications, application forms etc. This guidance is intended to support managers in deciding if an item requires rebranding right away or if the existing logos are acceptable until such times as the need for replacement occurs.

3 4.0 When to Re-brand Items should only be re-branded where it has been identified that: There is a legal requirement to reflect a single brand. It would be confusing for customers and could cause process errors to retain the old branding even in the short term e.g. main office buildings and corporate stationery. There is minimal cost involved in applying a new corporate design e.g. website and intranet. 5.0 How to Reflect Regional Offices It has been decided that sub branding of the new logo will not be used. There will be one EA logo. However, there are some documents that must clearly reflect the local office from which they were issued or to which they apply. There are a number of ways this will be managed. 1: Where required, the addresses of the regional offices should be a sufficient reference e.g. on headed paper. The address should not appear under the logo 2: It may be necessary in some cases to refer to an office by name. In this case the following names should apply: o Western Region o Southern Region o Belfast Region o South Eastern Region o North Eastern Region 3: Where five different policies and associated forms and documents remain in place, it is important that stakeholders such as parents are clear about which documents apply to them. In this case you may use the following text where applicable: o Applies to schools previously in the Western Education and Library o Applies to schools previously in the Southern Education and Library o Applies to schools previously in the South Eastern Education and Library

4 o Applies to schools previously in the Belfast Education and Library o Applies to schools previously in the North Eastern Education and Library 6.0 Authority Decisions about re-branding will be taken at a sub-regional level, i.e. ELBs have the authority to make decisions about re-branding in accordance with the guidance documents. Where possible, ELBs should collaborate to ensure consistency of approach. 7.0 Artwork The EA logo is available to download from the EA Intranet in a number of formats. Alternative versions are available on request from the EA Chief Executive s Office. For further advice and guidance please contact the EA Chief Executive s Office on

5 Annex 1 External Signage External signage on main buildings should be replaced as soon as possible subject to cost. Where existing signs contain the ELB logos, the EA logo should be used instead. Version 3 or 4 of the logo should be used in accordance with requirements. Internal Signage ELB branding should be removed from internal signage where possible subject to cost. Internal re-branding is not a priority. Branding in Schools Schools that use ELB logos on signage or other items are not required to change to the EA branding in the short term. As items are replaced or re-printed, the EA logo should be used in place of the ELB logos where appropriate. Corporate Stationery EA corporate stationery has been developed. An electronic version is available on the EA Intranet Only EA General headed paper should be used from 01 April Regional office/out centre/school addresses may be inserted into the template as appropriate. Batches of printed headed paper will be supplied to main regional offices. Printed Documents and Forms for External Use Where documents and forms are already printed and in use, there is no need to rebrand until such times as replacement/replenishment is required, subject to the guidance above. For documents being printed for use after 01 April 2015, EA branding should be applied according to the guidance ensuring clarity for stakeholders. Electronic forms should be re-branded, where possible, in accordance with the guidance.