Go-Global is the UK Trade & Investment (UKTI) market visit programme for the East Midlands helping local businesses to get in touch with overseas decision-makers ready
to do business.
The requirement was for a redesign of the existing brand, starting with an overhaul of the logo (below) and taking it through all of the supporting collateral from stationery to event material, including mailers and exhibition banners. The first application of the refreshed brand was to be rolled out for the Go Global Brazil and Russia trade events.
- Logo creation
- Brand guidelines
- Design and layout
Concept and Understanding
In the UKTI’s capacity as a promoter of domestic businesses to a global market, it is important that they present themselves as a viable trade route in the face of ever growing competition.
The existing Go Global logo relied on a mix of iconography that referenced each of the target markets and led to a set of emblems that were based on heavily stereotyped imagery. This approach was becoming increasingly difficult to maintain as more target markets were being identified.
The need for a change was further justified in the realisation that the iconography was not suitable for its intended audience. This was based on the understanding that it was more important for the identity to reflect the element of UK export, as apposed to the identification of the target market itself.
The new logo was to provide a more distinctive image to be used across all of the sub-brands and emphasise the UK identity.
Reference to the relevant export market would be introduced through a more sophisticated use of photography that avoided the reliance on a cliched icon representation.