Oliver Morley 29 September 2009. Brand review. Brand review terms of reference.
We use a multitude of brands, logos and names for our communications including:
Office of Public Sector Information
Her Majesty's Stationery Office
Office of the Queen's Printer for Scotland
The National Archives
Our current approach fragments our message and needs addressing
One to One Interviews
… [at] meetings I introduce myself as TNA and others introduce themselves as OPSI
The National Archives … doesn’t quite reflect what we are doing
…sometimes we’re embarrassed about our brand – so use others eg HM Government.
…the OPSI branding confuses people, they’re not sure what the relationship is with TNA…
…they think they’re dealing with a number of different organisations, when in fact they are only dealing with one.
Results from staff survey, September 2009, 77 responses
The National Archives is already associated with more than just historical records
Results from external stakeholder survey, September 2009 - The National Archives, n = 247, OPSI, n = 227.
*Excludes searches for OPSI as an organisation – as with all search, the top term is always the website name
What is our ambition for The National Archives brand?
‘The National Archives, bringing together the Public Record Office, the Historical Manuscripts Commission, the Office of Public Sector Information’ etc.
1.4 million unique users and reusers of legislation every month
640,000 documents made accessible to the public physically (more than any other national archive)
Over 110 million documents accessed online
Model for European PSI regulation
World-leading licensing programme for digitised content
We process the 2nd largest number of FOI requests in government with 98% in- time response
Advising over 250 government entities on information and records management
Moving forward have two options:
If you wanted a name for an organisation that covers the whole breadth of The National Archives’ responsibilities you wouldn’ t call it The National Archives.
People do not recognise an organisation that talks about archives in its name as having a remit/role upfront in anything to do with the creation of information.
31 Oct 2009
31 Dec 2009
31 Mar 2010