CIPD promotes core purpose 'Championing better work and working lives' with updated messaging, tone of voice and visual brand
The professional body for HR and people development CIPD has introduced new messaging, tone of voice and visual brand to better represent its core purpose ‘Championing better work and working lives’.
Created by Frank Bright and Abel (FB&A), the new identity has been informed by research (including internal and external perception studies) with the organisations four core values – purposeful, agile, collaborative and expert, deconstructed by FB&A and used to inform the tone of voice guidelines.
Frank Bright and Abel has introduced new messaging, tone of voice and visual brand for the CIPD
The visual brand has also been inspired by the CIPD’s core purpose and messaging.
Jenny Lynch, head of brand at the CIPD, explained: “Our members and the HR professionals and businesses we work with are so diverse; our new brand identity has to work really hard to be relevant and engaging for everyone. Ultimately, the brand should express how we work and behave as well as how we communicate verbally and visually. The new direction we’ve taken reinforces our purpose and strategic priorities in a way that encourages anyone with an interest in championing better work and working lives to engage in dialogue – with us, and with each other.”
Rebecca Price, strategy partner, Frank Bright & Abel, added that the main challenge of the work was to “bring the new core purpose to life and to position the CIPD as the global voice and promoter of dialogue for the HR sector.”
The new positioning will roll out across all channels throughout January and February.