Following a review of gas safety in 2006, the Health and Safety Executive (HSE) decided the time had come for a new gas registration scheme. Capita were the successful bidders, but had to develop a new brand as part of their contract requirements, moving away from the CORGI brand which carried 93% public awareness.
The Team were briefed and came up with several brand names and design concepts, each of which was tested with various audience groups. Gas Safe Register was selected, and a strong, hallmark brand created using the identity language of risk, warning and hazard. The agency opted for safety colours drawn from the gas industry, creating a logo that is iconic, straightforward and easily understood.
The impact was unequivocal. Within two months of launching the Gas Safe Register brand, Capita achieved 46% awareness of the switchover; 19% recognition of the new brand name; 43% prompted awareness and 100% adoption of the brand by the gas trade.