§ Norman BakerTo ask the Secretary of State for Environment, Food and Rural Affairs what the total cost has been of the introduction of a new corporate identity for her Department; and what further costs are anticipated. [114281]
§ Alun MichaelIt must be remembered that these changes are consequent on a major restructuring of Government Departments. The re-branding exercise is necessary to establish a new identity, which will assist in explaining the role and purpose of the new Department among staff, stakeholders, other partners and the public.
The findings of extensive research with staff, stakeholders and the public has helped Defra develop a better understanding of what our customers expect from us. This will enable us to streamline our communications and improve clarity. The final design proved popular with all groups.
The cost of developing the new Defra corporate identity is estimated to be £329,000. This includes costs for scoping the project, producing briefing material, undertaking staff surveys and public research and developing the logo. It also includes the commissioning of brand design consultancy.
Replacing or introducing internal signs in Defra premises is forecast to cost a further £200,000. Further ongoing costs will include work with third parties on joint branding guidelines development.
Guidelines for staff and external users such as suppliers and printers have been developed as well as a website redesign.