Our brand

The Hampshire County Council brand is one of our most powerful assets. It’s who we are, it’s how people recognise us and most importantly, it’s about how people remember and relate to us.

The corporate identity plays a critical part in building and maintaining our brand. It is vital that everyone involved with it continues the consistent and quality application of the corporate identity and the brand.

Why does it matter?

• To raise awareness of our wide range of services.

• So residents can clearly identify the County Council at work.

• So residents know how to access our services.

• So residents can clearly see what they pay their council tax for.

• To clearly signal that all services originate from one organisation.

• To communicate our brand values.

• To continually improve the public’s perception of what we do.

• To attract potential and retain existing staff.

• To strengthen negotiation power with suppliers and partners.

• To provide a strong, visually co-ordinated approach to all communications and services.

MORI research on local government reputation

Our brand strategy is further endorsed by MORI research, and supported by the Local Government Association and the Improvement and Development Agency. The research identified 12 core actions which, when delivered well, are proven to have a marked and positive impact on a council's reputation - see the MORI research on local government reputation for more information. One of these core actions is to ensure the council brand is consistently linked to services.

How do we apply the brand effectively?

• Consistent application of the brand to all Hampshire County Council services.

• Consistent application of the brand values within the copy (written text) and visual presentation.

Our brand values

These values represent the qualities against which we can benchmark our work and convey ourselves to Hampshire residents:

• approachable

• responsive

• quality

• efficiency

• professional.

The brand was agreed by the Corporate Management Team and Cabinet at the time of launch in September 2001. Compliance with the brand and corporate identity is compulsory.

See our full Hampshire County Council brand strategy for more information.

Please note that we do not permit other organisations to use our logo to endorse the products or services they provide. This is because the County Council can not be seen to favour one organisation over another.