BUILDING FOR THE FUTURE
A practical guide for the use and management of
the identity
Introduction
Britain’s tradition of public services is a valuable asset. The Government
recognises that these services require long-term investment to ensure that high
standards are maintained and so we are committed to modernising the
infrastructure that supports them. It is important that people understand that this
work is happening in many areas that affect them directly, even though the
results of this investment may take years to show through.
The Building for the Future identity is about communicating this message to the
public in a very simple way. The identity has been designed to use across
departmental divides because people do not use public services according to
which departments provide them but according to their needs.
This guide explains how to use the identity on capital build projects and related
materials. It gives advice on integrating the identity into departmental structures
as well as sources for answering further queries.
What does the identity represent?
The Building for the Future identity is used on sign-posting at sites of capital
works and on related materials, to express the following values:
–
–
–
Modernising Britain’s infrastructure
Long-term investment in quality services
Highlighting the value of traditional public service values in a modern
setting
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When to use the identity
As the Building for the Future identity is government-wide, it will inevitably be
used on a wide range of different projects according to departmental
circumstances. We have provided the following guidance and a checklist to help
departments decide where it is appropriate to use the identity.
What type of project?
Building for the Future should be considered for use on all capital build projects,
both new-build and renovation which are publicly funded including:
• Hospitals
• Schools
• Transport
• Housing
• Engineering works
• Regeneration and community projects
What counts as a publicly funded building?
Obviously public money is administered in a variety of ways. Given the
complexity of some of these arrangements and the different relationships with
partners, departments will need to make judgements on which projects should be
badged as government schemes. However all of the following are potentially
eligible:
•
•
•
Projects which are paid for by Exchequer funds either directly or indirectly
•
•
Projects funded by organisations that are grant aided, eg agencies
Public Private Partnership projects
Co-funded projects eg, with local authorities, where it is considered
appropriate to use the brand
The identity can add particular value to cross-departmental projects
As with any other part of these guidelines, the Strategic Communications Unit
would be happy to provide further advice.
On different types of materials
Although the identity is primarily for use on signage, related uses should be
considered, including:
•
•
•
Other external sites such as scaffolding and hoardings
Building equipment such as cranes, vehicles and machinery
Exhibition stands and promotional literature relating to capital build projects
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•
Publications
The main criteria for use is whether to do so would advance the communications
objective and whether it provides a more cost-effective solution than, for
example, creating a new brand, logo or identity.
CHECKLIST
As the scope is so wide and different circumstances prevail in individual
departments, we have devised the following checklist to help you use the identity
consistently.
Prompter questions
Caveats
Can you
use the
brand?
Type of project
New build
Yes
Renovation
Yes
Repair
Will the repair bring about a
significant change to the
building, helping to create a
building that will benefit both
current and future
generations?
A small-scale or
routine repair job
would not be
appropriate for
the identity.
Yes
Maintenance
As above.
As above.
Yes
Funding
Centrally funded
What size is the project?
Minimum spend
per project may
be established
for use of brand
Yes
Departmental
discretion may
be exercised
Yes
Appropriate ratio
of public funds :
other funds may
Yes
Private public
partnership*
Co-funded*
How much funding is coming
from central government?
What is this as a percentage
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Funded by
government
agency*
of entire budget?
be established
What relationship do you
have with the agency? Is it
intended to be an arm’s
length agency? Are there
political reasons for
maintaining a clear link or a
clear distance between
agency and department?
Departmental
discretion should
be used based
on relationship
with agency,
appropriateness
of advertising
relationship with
central govt.
Yes
Lottery funded
No
Types of
material**
Sign-posts
Yes
Hoarding,
scaffolding,
other external
sites
How big is the site? Are
there other opportunities?
What is your relationship
with community and
contractors?
Discretion to be
used but
presumption
should be to use
all opportunities
rather than
relying on a
single sign.
yes
Stationery, other
internal uses
Do you have conferences
associated with the project?
Are you sending out leaflets?
Do you already have a brand
for such materials?
If useful.
Discretion to be
used.
yes
*see design guidance for advice on co-branding.
How to integrate Building for the Future in your department
The following steps should help you to ensure that the identity is easy to use
consistently within the framework of your own departmental processes:
1. Demonstrate how the identity will work in the co-branding section of your own
departmental identity guidelines.
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Full design guidance to departments is available the next section, Building for the
future, Design Guidelines.
2. Assign central management responsibility for the Building for the Future
brand and communicate down, ie. Heads of Communication to delegate down
to project level.
3. Integrate with long-term departmental policy and strategy planning, as well as
individual project planning.
4. Agree departmental strategy for brand endorsement
•
•
•
Agree project types
Give guidance on level of financial investment triggering use
Allow for judgement on individual project suitability.
5. Agree process for contract specification of brand signage, to ensure a
commitment to use it is incorporated in the contract. For example include
words in sample contracts provided to those procuring building services.
6. Agree departmental process for obtaining signs, eg:
i)
pre-arranged central call-off contract (see supplier’s details under
contacts),
ii)
Department can make own arrangements to provide, or
iii)
contractor’s own specification.
7. Ensure project contractors have all guidance they need for production and
position of signs on site.
8. If individual contractors are producing their own signs, request that they send
in a snapshot of the sign in situ, to ensure that they are complying with
guidelines. Please forward photos to Helena Charlton (contact details below).
9. Integrate any additional monitoring procedures within existing project
management programmes.
10. Put in place internal communications system on the identity eg. presentations
to project teams, inclusion on newsletter, web-based communications etc.
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Identity management support
Further support for the use of the identity can be obtained as follows:
•
Design guidelines on how the identity can work in application and format, how
to incorporate identity in co-branding situations where to obtain the signs etc,
at http://www.cabinet-office.gov.uk/index/buildingforthefuture
•
Advice on how to integrate identity internally and monitoring can be provided
via contact below.
Contacts:
A call-off contract to produce basic sign-posts carrying the identity has been set
up at a competitive rate with Tara Signs. If you wish to obtain ready-made signs,
contact John Denman, Tara Signs, St Peter’s Place, Western Road, Lancing,
West Sussex, BN15 8SB. Tel, 01903 750710, fax, 01903 754457.
If you have any further queries about the Building for the Future identity policy
please call Helena Charlton at the Strategic Communications Unit: 020 968 3126,
or hcharlton@no10.x.gsi.gov.uk
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