Established in 1957, the Adult Parole Board is an independent statutory authority whose work centres on community safety and the reintegration of eligible prisoners into the community.
The identity needed to reflect the Board’s responsibility for community safety.
The identity needed to hold two ideas together: the Board’s responsibility to the community and an offender’s journey towards reintegration.
Triangles form an arrow within the brandmark, introducing a sense of direction. A transition in colour carries the idea of movement and change. Together, these elements were conceived as a visual metaphor for the journey back into the community.
The brand personality was central to the work. Authority and impartiality needed to sit alongside trust, progress, integrity and responsibility. These qualities informed an identity intended to reflect the seriousness of the Board’s role without losing sight of its community context.
Seamer Design delivered the brand strategy, brand identity and brand style guide, followed by stationery, communication material and a website.
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