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MOJ Digital Brand Identity

Branding | Logo Design | Brand Guidelines

OBJECTIVE

Ministry of Justice Digital wanted to execute a brand refresh to:

  • create a strong identity that reflects how they think, work and deliver

  • visually express their joined-up thinking and strength of purpose

  • cement their position as a modern, digital department within the Ministry of Justice (MoJ)

  • establish a brand that staff will adopt and be proud of

The visual identity had to:

  • reflect the overall MOJ corporate guidelines

  • include the words ‘MoJ Digital’ to differentiate from MOJ proper

  • be accessible (according to WCAG 2.0)

  • translate effectively across online and print media (cater for colour and black & white outputs)

  • be flexible enough to work with the MoJ corporate brand and other sub-brands

  • be bold, memorable and appropriate

  • offer enduring value

  • deliver flexibility for future usage

  • encourage creativity within acceptable parameters

SOLUTION

For the logomark, we created a mind map to explore various associations with MoJ Digital. We then represented these as rough visuals within the MoJ foundation grid to tie the identity to the corporate guidelines. After team-wide discussions, we decided to go with the most dynamic option: a stylised wheel that represents the forward-looking nature of MoJ digital. For the wordmark, we used MoJ font Bliss Bold and removed slices from the ascenders, descenders and stems of the letters to reflect the angles in the foundation grid. The colours are derived from the MoJ design system, and assembled to form a spectrum to reflect the diverse nature of MOJ Digital.