6 May 2008
Rebranding exercise a lesson in embarrassment
New OGC logo causes red faces.
The unveiling of its redesigned logo has caused a ripple of sniggers around the Office of Government Commerce (OGC). According to an article in the Telegraph newspaper last week, the new logo created for OGC (shown in Figure 1, below) cost £14,000 to produce.
Despite the rebranding expense, unfortunately noone thought to turn it on its side before launching it to employees, who apparently spotted the clanger within seconds. Can you? See Figure 2, below.
Figure 1. OGC's new logo
Figure 2. OGC logo's side profile
Logo encourages more column inches
A spokesman for OGC, quoted on The Register website, said: “It is true that it caused a few titters among some staff when viewed on its side, but on consideration we concluded that the effect was generic to the particular combination of the letters OGC - and it is not inappropriate to an organization that’s looking to have a firm grip on Government spend.”
Brand expert Michael Hamilton told the Telegraph that while the logo’s double-entendre was probably not deliberate, it could prove an added bonus for OGC.
“They’re going to get more column inches than they could ever have expected before. If I were them, I would be pretty pleased.”
Reasons why rebranding might fail
The OGC's logo hiccup is one element of an overhaul of its corporate materials and visual identity, following a new strategy and forward direction.
Has any data been collected on what the audience feels towards their brand and whether they think it's worthwhile changing?
Looking at rebranding best practice in general, Marketingprofs website, where marketers exchange ideas and comments online, has discussed rebranding dos and don'ts.
One member of the site advised that for rebranding exercises, first ask "Will the re-branding do anything for the customer or is this just an internal debate about the current brand's value? Has any data been collected on what the audience feels towards their brand and whether they think it's worthwhile changing?"
Have your say
Have you suffered a similar rebranding faux-pas? What part of the business is responsible for coordinating and communicating rebranding related activities? Tell us about both issues on the Internal Comms Hub members' group on the Communicators' Network.
Further resources and recommendations:
How to identify your organization’s unique brand values
Melcrum report:
How to create and sustain a successful internal brand
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