Does your new logo pass the PRUB-validate test? A case study.
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© 2014 Copyright ISC Ltd. Does your new logo pass the PRUB-validate test? A case study
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Transcript of Does your new logo pass the PRUB-validate test? A case study.
© 2014 Copyright ISC Ltd.
Does your new logo pass the
PRUB-validate test?
A case study
© 2014 Copyright ISC Ltd.
Derbyshire Times 29th December 2014
“Chesterfield Borough Council is
changing its logo in a £13,600 revamp.”
A council spokesman said…
“The new visual identity… …is designed to help
attract more people to use services that generate
income.”
LET’S PRUB THIS…
Really?
© 2014 Copyright ISC Ltd.
What the Council says, translated into PRUB…
Projects
Create a new logo
with modern needs in
mind (£13k)
Results
A new logo
Uses
People use
income-generating
council services
Benefits
Income generation
© 2014 Copyright ISC Ltd.
This looks like a case of…
© 2014 Copyright ISC Ltd.
It’s actually more like this…
Projects
Create a new logo with
modern needs in mind (£13k)
Rebrand all council vehicles,
buildings, website,
stationery (£???k)
Results
A new logo
Rebranded council assets
Uses
People use income-
generating council services
Benefits
Income generation
© 2014 Copyright ISC Ltd.
Apparently, there are more Uses and Benefits
Projects
Create a new logo with
modern needs in mind (£13k)
Rebrand all council vehicles,
buildings, website,
stationery (£???k)
Results
A new logo
Rebranded council assets
Uses
People use the Leisure Centres
People know what the council
is and is not responsible for
Benefits
Income generation
Citizens who are less
“confused” about service
providers
© 2014 Copyright ISC Ltd.
What has really happened…
Projects
Create a new logo with modern
needs in mind (£13k)
Results
A new logo
Uses
Citizens complain about a waste of
money
The press publishes more “Council waste”
stories
Citizens vote for new Councillors
Benefits
Reputational damage
Citizen-focused service
improvements(if you’re lucky!)
© 2014 Copyright ISC Ltd.
References
Derbyshire Times
http://goo.gl/KUq0Le
Daily Express
http://goo.gl/RyJqUw
Chesterfield Borough Council
http://goo.gl/RpUkgA
More about OpenStrategies and PRUB-thinking
http://ianjseath.wordpress.com/shared-
knowledge/openstrategies-prub-thinking/
© 2014 Copyright ISC Ltd.
If you would like some help in applying PRUB-thinking to your projects to ensure they really do link through to validated benefits, please get in touch…
07850 728506
@ianjseath
uk.linkedin.com/in/ianjseath
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