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Experience Panels: branding of Social Security Scotland

Findings from research into Social Security Scotland’s name and logo, and branding and wording guidance.

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Font

Survey and focus group participants were shown a sample of the proposed agency font, Open Sans (fig. 10) and asked to rate it on a five-point scale against four attributes.

Figure 10: Sample of agency font

Putting dignity, fairness and respect at the heart of everything we do, your new agency is a place where everyone is welcomed and treated equally. Our service strives to be clear, helpful and friendly way to get what you're entitled to, on time and comfortably.

Putting dignity, fairness and respect at the
heart of everything we do, your new agency
is a place where everyone is welcomed and
treated equally. Our service strives to be clear,
helpful and friendly way to get what you're entitled
to, on time and comfortably.

Participants largely agreed with all attributes, with less than two in ten participants disagreeing or strongly disagreeing that the font was clear, easy to read, professional or welcoming. Just under a third of participants (33 per cent) neither agreed nor disagreed, disagreed or strongly disagreed that the font was welcoming however over two thirds still agreed or strongly agreed that it was (68 per cent).

Table 11: Survey participant views on font (n=89-90)

Attribute Strongly Agree or Agree (%) Neither agree nor disagree (%) Disagree or Strongly disagree (%)
Clear 79 9 12
Easy to read 80 8 12
Professional 76 19 5
Welcoming 67 27 6

Participants were also shown a sample of the font on a coloured background (fig. 11) and asked to rate it based on how easy to read it was. More than nine out of ten participants thought the font with the coloured background was clear and easy to red, with three per cent disagreeing or strongly disagreeing with both attributes.

Figure 11: Font on coloured background

Figure 11: Font on coloured background

Table 12: Survey participant views on font with background colour (n=90-91)

Attribute Strongly Agree or Agree (%) Neither agree nor disagree (%) Disagree or Strongly disagree (%)
Clear 95 2 3
Easy to read 91 6 3

Contact

Email: James Miller

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