Magazine article Marketing

Softer TUC Logo to Widen Appeal

Magazine article Marketing

Softer TUC Logo to Widen Appeal

Article excerpt

The Trades Union Congress has ditched its ten-year-old corporate logo as part of a concerted campaign to be taken more seriously across the political spectrum.

Out goes the orange and grey logo: in comes the burgundy alternative designed by Lloyd Northover Citigate to represent a more "modern, credible and objective" organisation.

"We felt the old logo was the heavy, too masculine and that it did not reflect our membership," said a TUC spokesman. "We are no longer just a manufacturing union which only represents men. We also represent women and service industries."

The new logo has also been designed to help the TUC return to its roots as a cross-party lobbying organisation. This process began in March this year when thc TUC underwent a radical restructuring to cut a swathe through the bureaucracy.

Since then it has overhauled its press and PR operation, appointing Burson-Marsteller as its first-ever public relations agency, and is also reviewing its ad hoc approach to advertising.

"The past 15 years have been a hostile environment in which to operate, with some employers exploiting government legislation," said the spokesman. …

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