Independent Monitoring Authority (IMA) Brand Identity
The Independent Monitoring Authority (IMA) were a new, independent non-departmental public body who needed a brand identity. The IMA exists to protect the rights of EU citizens’ living in the UK and are able to take action to make sure these rights are upheld by the UK government. The brand needed to feel accessible, reputable and reflect the independence of the organisation. A square device was incorporated as a marker of protection and stability, as the key role of the IMA is to protect EU citizens’ rights. The square is used as a framing device for images of people throughout the identity. The placement at the end of the logo also plays reference to a full stop, in reference to taking action.
Primary colours were chosen for the core colour palette, in reference to flag designs and to evoke feelings of comfort and familiarity with EU countries. These were then lifted to make sure the brand felt bright, modern and approachable rather than corporate, and to reflect the organisations independence from government.
Any of the four bright core colours can be used interchangeably in the logo, so the different colours are consistently included across different communications.
Natural and candid images of people were chosen for the primary photography style in order to inject some warmth and humanity into the identity. Citizens are at the core of the IMA’s work, so it was important to put people at the centre of the brand.
