/case studies
Corporate identity: Keep Britain Tidy
The need: ENCAMS, the organisation behind the Keep Britain Tidy campaign, did not have a high profile, unlike the campaign itself which is recognised by four fifths of the UK population. As a significant UK charity ENCAMS needed to raise awareness of the important work that it does with schools, local authorities and the running of clean beach schemes.
Brand Catalyst was appointed to advise on changing ENCAMS’ name and to create a new visual identity for both the organisation and the campaign.
Our work: Working with the management team and consulting key stakeholders we recommended the adoption of Keep Britain Tidy as the name for the organisation. We went on to design the new identity for the organisation and the campaign brand.
The result: The new logo that we created is used for corporate communications and public campaigns. The idea of highlighting IT within BRITAIN gives flexibility to the new identity and local focus to future campaigns, allowing for the substitution of the word it with a place name. Each campaign execution carries its own strap line with an empathetic call to action, anchored by a refreshed tidyman icon. The generic tidyman symbol was originally created by Anheuser Busch for its beer packaging.
The new identity for Keep Britain Tidy was launched on 1st June2009.
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