The TUC (Trades Union Congress) works with and represents UK trade unions, helping them shape policy while informing them of economic and workplace trends. It is an iconic institution with a historic impact on progressing workers’ rights that few others can match.
The TUC is either over-associated with its past or even not recognized at all, particularly among younger audiences, for its role and relevance in a modern society that features an increasingly insecure working environment. While our previous identity stood the test of time for over 20 years, it was time to review and update for a new working world.
To approach the challenge of appealing to a younger generation, our strategy comprised of conducting research, changing the strategic positioning, as well as developing a new visual identity and way for the brand to communicate with its audience. Our qualitative and quantitative research identified several themes, and homed in on the power of people joining together to make a positive difference. So, we updated the passive ‘Britain at work’ brand line with our new proactive ‘changing the world of work for good’ expression. We supported that with a fresh new brand design which strikes the right balance between a more contemporary style for a new generation and the gravitas and weight that this historic legend deserves. The new logo, for example, is duotone and features overlapping arrows, which represent progression as well as unions and members coming together.
The new identity will re-establish TUC’s brand recognition and relevance in a modern context. Since the rebrand was launched on 9th September, we continue to witness the impact our work is having. Traditionally sensitive and critical unions, members and media have given universally positive feedback.