BRANDING: Navy plans revamp for coherent brand image

The Royal Navy is seeking to create a more consistent brand identity across all its divisions, in order to improve communications throughout its units worldwide and help boost recruitment.

Two years ago, the Navy enlisted the COI to undertake a global audit of its entire corporate communications activity, including internal communications, marketing, and recruitment. The result was a strategy proposal containing recommendations for overhauling the Navy's entire marketing spectrum, including advertising, PR, and design.

Communications staff within the Royal Navy are now lobbying for funding to implement the first stage of the recommendations and consulting with design agencies about how best to do so.

Commander Rory McNeile, who is overseeing the project, said the auditors had suggested the organisation should consider "appropriate design work to support a coherent, consistent image".

Currently, the Royal Navy uses different logos and emblems for its various divisions, such as the waving flag depicting both the St George's Cross and the Union Jack for the Royal Navy, the globe and laurel for the Royal Marines, and dolphins for the Submarine Service.

Commander McNeile insisted the Navy was"not in the business of ditching all these symbols", but admitted it wanted to develop "identity guidelines" to ensure they all had coherence.

The Navy is hoping that developing an instantly recognisable brand image will also assist with recruitment, which according to Commander McNiele, is "one of our largest areas of effort in terms of size of organisation and budget".He added "Resource is the big problem. We are putting together a case for the appropriate level of investment to see the work through."


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