UK Parliament
From theory to practice

UK Parliament posters
Various UK Parliament icons

Extend and enhance

For an institution as steeped in tradition as the UK Parliament, a rebrand is a significant commitment. It’s important to get clear and lasting value from it.

So when the UK Parliament rebranded in 2018, we helped the House of Commons to implement the new brand effectively.

The rebrand promised to support a modern, digital style of communication, and to bring all Parliament’s communications together. In the process of delivering branded documents and icons, we helped ensure the brand delivered on those promises.

Extend and enhance

A new brand sets an aspiration. It takes creativity and experience to realise that aspiration in practice – making informed, intelligent decisions about the many cases the brand guidelines don’t cover in detail.

We worked with the UK Parliament to apply the brand sensitively to important publications. The result is a suite that’s cohesive, and still allows the audience to easily tell a briefing paper from an education pack.

Education packs are one way that UK Parliament explains its role. We produced one for UK Black History Month 2020, containing stories of Black Britons who have played important roles in the history of Parliament and British lawmaking. Illustrations by Onyinye Iwu bring these important figures to life for learners.

Various UK Parliament simplified icons
Educational pack for Black History Month
Several covers of UK Parliament and House of Commons reports
Various UK Parliament simplified icons
Various UK Parliament icons

We also extended the original brand assets with a set of more than 80 versatile icons and illustrations, suitable for digital and print, and fully in line with the style of the brand. With some simple, some illustrative, and some decorative, the set covers a variety of design needs, as well as representing the full range of concepts the UK Parliament regularly needs to communicate.

Our work has taken the theory of the rebrand and not only put it into practice, but enhanced it in the process.

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