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Creative Keep Britain Tidy Rebrand

Keep Britain Tidy brings back ‘The Tidyman’ logo to strengthen identity across its portfolio


By Natalie Mortimer | N/A

February 7, 2017 | 2 min read

Keep Britain Tidy has reintroduced its famous ‘The Tidyman’ symbol to better communicate the environmental organisations 11-strong brand portfolio.

Keep Britain Tidy

Keep Britain Tidy

The organisation, which includes The Green Flag Award, The Neighbourhood Award and The Centre for Social Innovation, needed a unified identity to simplify its brand and to reduce the number of campaign and initiative logos.

Conran Design Group worked with Keep Britain Tidy on the new identity and looked to the logo, which was first introduced in the 1960s, for inspiration. The new The Tidyman has been updated to resonate with new and younger audiences and the agency also devised a creative strategy that allows the logo to work within portfolio lock-ups and endorsements across sponsorship and commercial partnerships.

Speaking about the new Keep Britain Tidy brand design, Conran Design Group chief executive Thom Newton, said: “We helped re-energise an important cultural icon, tapping into his heritage but bringing him into the 21st century.

"We created a symbol that will connect more actively with audiences across digital and traditional channels. The evolved brand and branding system will clearly signpost the organisational structure and remit and support more meaningful interaction with partners, supporters and the general public.”

A campaign to launch the new logo has already kicked off, fronted by brand ambassador Kirstie Allsopp.

Creative Keep Britain Tidy Rebrand

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