Even the best brand needs a little revision every millennia or so. The Royal Parks is no exception. In the late nineties, the government decided to pay a professional logo design agency to give this organisation the professional image that it deserved. The results have been magnificent.
The new logo is clever and weaves together several themes that would seem to conflict, namely nature and the crown. While we are used to seeing royals on hunting expeditions and other outdoors activities, few people associate them with the parks themselves. The use of leaves to make up an image of a crown is nothing short of brilliant. The writing is simple so as not to conflict with the strength of the image, making for a powerful logo.
This new brand already seems to have paid off for The Royal Parks. This rebranding is just one part of a national attempt to rebrand the UK, an attempt that seems to be paying off in more British people visiting British locales on holiday as well as a successful Olympic bid. However, smaller, more colloquial evidence also suggests that The Royal Parks are ascending in public favour. Most recently, Richmond upon Thames neighbourhood residents voted Richmond Park, one the The Royal Parks, as the most recognizable landmark of the area. Images of the park will appear on some Olympic memorabilia as a result, only adding to the clout of the organisation.
Representatives of The Royal Parks are also in the process of developing a clothing line with the new logo. These items would be popular with tourists as well as with many markets overseas. American department store Macy’s is reportedly interested in carrying a line of casual clothing such as sweaters emblazoned with the new and attractive logo. This may actually be the first time that a government agency transforms its logo into an international clothing brand. As a bonus, revenue from the clothing line could be used to underwrite the expenses of maintaining and caring for the parks, reducing the expense shouldered by the British taxpayer.
The government is clearly seeing the results that it desired from its rebranding and new logo design, because branding and logo design seem to be a key focus of many government agencies. All around us, organisations are turning to professional marketing consultants, even if, like many government agencies, they do not truly need public approval for short term survival. If the trend continues, the rebranding of Britain may reach into some unlikely places, such as the schools, the health care system, and even the royal family.
While this may seem a little ridiculous, it is actually good marketing sense. Logo design is a crucial part of any organisation’s success, whether the entity in question is a small business, a multinational corporation, or a government agency. Because logo design is the basis of branding, which has a deep and lasting effect on public opinion, it makes sense for the government to win public support by presenting an image that we all can believe in.