Issue - meetings

Lancaster City Council Corporate Branding (Version 2)

 

 

Meeting: 01/03/2022 - Cabinet (Item 95)

95 Lancaster City Council Corporate Branding pdf icon PDF 143 KB

(Cabinet Member with Special Responsibility Councillor Caroline Jackson)

 

Report of Chief Executive

Additional documents:

Minutes:

(Cabinet Member with Special Responsibility Councillor Caroline Jackson)

 

Cabinet received a report from the Chief Executive that sought approval for the newly designed version of the Lancaster City Council logo as part of a wider corporate branding development project and sought approval to develop a brand implementation programme that would build a consistent identity across the district and council services which incorporate the principles of the new logo design.  The item had been deferred from the Cabinet meeting on 18 January 2022 in order that enable officers could hopefully address the concerns that were raised at the time (Cabinet minute 68 refers).

 

Whilst the report was public the appendices were exempt from publication by virtue of paragraph 3 of Schedule 12A of the Local Government Act 1972.

 

The options, options analysis, including risk assessment and officer preferred option, were set out in the report as follows:

 

Option 1: Approve the newly designed version of the Lancaster City Council logo and develop a brand implementation programme

Advantages:

• Opportunity to refresh the city council logo and re-establish its brand, reflecting the current community focus and engagement work

• A logo that is more representative of the district and a brand that recognises the different geographical locations and their characteristics

• The change addresses key research results from members and senior stakeholder groups

• Opportunity to realign services to the parent brand and establish brand consistency • Raise awareness of the city council and its renewed focus

• Improve current perceptions of the city council to both staff and external audiences

• Strengthen partnership working across the district and the subregion

• Provide an engaged approach that takes account of business needs • Potential to drive commercial revenues

• Opportunity for national and local PR

Disadvantages:

None

Risks:

Brand imagery is subjective and can illicit different responses. For this reason, the brand development work was researched and consulted with key stakeholders and senior staff with a high level of support – therefore mitigating risk.

Option 2: Do not approve the newly designed version of the Lancaster City Council logo nor develop a brand implementation programme

Advantages:

None

Disadvantages:

• Current logo and brand of the city council may remain outdated in the eyes of key stakeholders

• Council and services will remain fragmented and lack brand consistency

• Public perception of the council could remain detached from the progressive and positive changes the council is implementing

• Opportunities to build on the current very high levels of public and business engagement will be undermined

• Limiting commercial opportunities

• Lack of unity or recognition across district

Risks:

Potential to attract staff could have consequences on service delivery

 

The Officer preferred option is Option 1, which is to approve the newly designed version of the Lancaster City Council logo and develop a brand implementation programme. This will improve current perceptions of the city council to its multiple stakeholders, while firmly positioning the council as an innovative and forward  ...  view the full minutes text for item 95