Our work for SEUPB

SEUPB corporate identity

17 September 2008

We have created the new corporate identity for the Special EU Programmes Body. SEUPB is a cross-border body managing the PEACE and the INTERREG EU programmes and also involved in the cross border elements of other community initiatives that contribute to the economic and social well-being of Northern Ireland and the Border Region.

In creating this identity we had to resolve a number of interesting and complex branding challenges. The SEUPB brand mark almost never appears on its own. It is always one brand within an inter-related coalition of partners, governments and EU organisations. Up to now its programmes have been better known. Under new EU regulations brand marks for programmes are optional. We have rationalised and clarified the identity system so that SEUPB no longer use any programme  marks, only programme names. In the long term this policy builds the SEUPB brand with all of its multiple audiences.

Our evolved brand mark design delivers greater impact and will help to create a refreshed perception of SEUPB. The tri-lingual name now appears in a sans-serif typeface that optimises legibility and strikes the correct balance between contrasting with, and complementing, the corporate typeface. The new symbol is an evolution of the two doves used in their previous brand marks. We have taken the essence of what exists at present and updated it with additional detailing and a contemporary three-dimensional treatment that adds visual interest.

We have also created new standardised EU-ERDF brand marks for application to all SEUPB material. These incorporates the EU flag and the European Regional Development Fund text within a white bounding frame and are also available in Irish. This treatment conforms to EU usage guidelines and ensures standardised applications across all SEUPB communications.

We have also defined the usage of the Northern Ireland Executive mark and Ireland’s EU Structural Funds Programmes mark. SEUPB needs to include both of these governmental accreditation marks on many communications, such as literature, project billboards and commemorative plaques on buildings.

We are now developing a suite of comprehensive identity implementation usage guidelines and framework systems for their advertising and literature that will meet all of SEUPB's ongoing design requirements.