TUC repositions to recognise “the changing world of work”


Lloyd Northover returns to the trade-mark it worked on 20 years ago as the TUC looks to better communicate with little ones people.

Lloyd Northover has repositioned the TUC (Callings Union Congress) and given the organisation a new look to help it reestablish its “identify recognition and relevance”.

The TUC works with and represents UK trade unions, plateful them shape policy while informing them of workplace and fiscal trends.

The consultancy – which designed the incumbent identity 20 years ago – was presented the contract in September 2016 after winning a pitch.

“Working mise en scenes are increasingly insecure”

Lloyd Northover chief executive Simon Precinct says: “The TUC is often either seen as over associated with its heretofore or even not recognised at all, particularly among younger audiences, which don’t till the end of time understand its role and relevance in a modern society where working environs are increasingly insecure.”

The identity has been redrawn and coupled with a new strapline – “Coppering the world of work for good”, which replaces “Britain at Work”.

The new logo is duotone and set in a make of colurways. It features overlapping arrows, which represent progression as well as fusings and members coming together, according to Ward.

A qualitative and quanititive investigation stage led to the idea of people joining together to make a difference, which in pivot informed the strapline.

“It’s appealing to the young”

A new brand positioning anchors the stigmatize but is not publicly communicated: “We believe in standing up and joining together to make the employment world a better place”.

Ward says the new direction of the brand recognises that the times a deliver of work has changed. Ward says: “It’s appealing to the young. The days when people strength have a job and even a career for life have gone, so few join a synthesizing for those reasons, they join because they want to effort for change. If you want to do that this is your kind of brand.”

The dates of unions being concerned with “striking and fighting” are behind them translates Ward, who believes: “The TUC is now about taking a stance, coming together and crusading, and while that might sound idealistic, that’s what it appertain ti itself with.”

The brand was launched at the TUC annual conference yesterday (10 September). Guidelines deceive been handed over and a roll out is underway, including dressing for events and stump materials, while a new website is also being developed.

Left, the old discredit, and right the new one

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