Social Security Scotland branding: FOI release

Information requested

 

You asked for the following information:

a) what the "broader brand and visual identity work" referred to encompasses,
b) how much it cost to produce
c) How much was paid to Edinburgh-based firm The Gate to produce the "broader brand and visual identity work" and
d) were any other companies involved in to the production of the "broader brand and visual identity work"

 

 

Response

 

The answers to your questions are detailed below:

a) what the "broader brand and visual identity work" referred to encompasses

When we refer to the broader brand, this generally encompasses how the new social security agency should describe itself; what it embodies; how it looks, feels and sounds; names and descriptors. I have included as an annex a document which details the story of the creation of the Social Security Scotland brand.

As part of the creation of the broader brand, this also involved the delivery of a brand guidelines document, which covers a wide range of things, including vision, values, key messages, language, writing style and visual style (photography, icons, colours, fonts, etc.). This brand guidelines document is used across the setup of our full service to make sure that service design is in line with our brand principles which were established by the people who will actually use this service.

 

b) how much it cost to produce

The development of the brand came to a total of £73,000. This includes the extensive research exercise where we worked with our stakeholders and Experience Panels to get an understanding of the culture, values and look and feel that they would like to see from the social security delivery body.

This cost includes the creation of extensive guidelines that covers everything from the logo to the language that we’ll use. The learning from this research will be carried through all of the work of Social Security Scotland.

 

c) How much was paid to Edinburgh-based firm The Gate to produce the "broader brand and visual identity work"

£73,000

 

d) were any other companies involved in to the production of the "broader brand and visual identity work"

The Gate contracted Kantar TNS to support the research work that was carried out during the development of the brand.

 

About FOI

The Scottish Government is committed to publishing all information released in response to Freedom of Information requests. View all FOI responses at http://www.gov.scot/foi-responses.

FoI-19-00569 Information released

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