UK Presidency of the EU 2005: the Logo
The Design
The design concept is 12 swans in flight (12 being the number of stars on the EU flag). Swans fly in formation using a system of leadership and co-operation to fly more efficiently; this is an imaginative and clever metaphor for the EU.
Design Selection
On process, the FCO worked closely with the Design Council who assisted in drawing up a list of designers to take part in a competitive tender. A panel consisting of the Chief Executive of the Design Council, FCO, Cabinet Office and DCMS agreed unanimously that the approach of johnson banks design was outstandingly the best.
The Design Council is the industry's most respected body and johnson banks is one of the most respected and innovative British design companies. We therefore have a design that showcases the best of British design.
The design will be the main visual image for the Presidency, forming the backdrop to important UK Presidency themes - including climate change, sustainable development and increasing the balance between remaining competitive yet socially responsible.
Cost
The total cost of the design is just over £30,000. This includes the development and production of the design and the integrity guidelines for its use.
Quotes
“It's great to see a range of government departments using design in a smart and compelling way. The creative idea of swans in flight illustrates how a little bit of good design can go a long way to bring cohesion and communicate important messages on the international stage.” Design Council Chief Executive, David Kester
“We were looking for an idea that avoided visual clichés of Europe. It struck me that a formation of swans would work - after all they take it turns to fly at the front and save energy by flying together. This seemed to be a very apt analogy. Most significantly, we can use the swans in very engaging and powerful ways. Maybe designing for governments doesn't have to be deadly dull after all.” Michael Johnson, johnson banks design
“The UK is a dynamic and cutting-edge centre of design, producing some of the best talents in the world. Last year, the industry has a turnover of £3.9 billion and employed 70,000 people. Government has often been accused of preserving, rather than embracing the new. I believe that the innovative design produced by johnson banks will highlight the best of UK design during our EU Presidency across Europe and the world.” Minister for Europe, Denis MacShane
“johnson banks' image to celebrate the UK's Presidency of the EU is a fine example of Britain's great design talent. This identity programme elegantly marks Britain's leadership of the European Union whilst also symbolising European nations working together effectively for a better future.” Secretary of State for Trade and Industry, Patricia Hewitt
Rules for Using the Presidency Logo
The Presidency identity is subject to Crown Copyright and as such approval for use must be obtained from the Foreign and Commonwealth Office.
If you are a public or private sector organisation interested in applying to use the UK Presidency identity to brand any activity you may be planning during the Presidency (such as a conference, exhibition, publications, websites), please bear in mind the following guidelines which will be considered in deciding whether to grant use of the identity:
* The event should clearly support a Presidency objective (it should also tie in with the priorities set out in the Multi-Annual Strategic Programme).
* Your organisation should have a proven track record of organising similar events. References may be required.
* The event should have adequate financial support.
* HMG should be putting some of their own resources into the conference - either in kind or through a contribution to the running costs
You must contact the government department that leads on your area of work to “sponsor” your request to use the logo. They will apply the above criteria in deciding whether to recommend that you are given use of the logo.
Source:
Foreign & Commonwealth Office UK Logo
