Chesterfield Borough Council is investing £13,600 in revamping its logo to attract more users to income-generating services. The proposed rebranding aims to modernize council assets, but there are concerns about waste and public perception. Ultimately, while the goal is to enhance services, the project may lead to citizen confusion and reputational challenges.

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Does your new logo pass the
PRUB-validate test?
A case study

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Derbyshire Times 29th December 2014
 “Chesterfield Borough Council is
changing its logo in a £13,600 revamp.”
 A council spokesman said…
 “The new visual identity… …is designed to help
attract more people to use services that generate
income.”

3. LET’S PRUB THIS…
Really?
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4. What the Council says, translated into PRUB…
Projects
Create a
new logo
with
modern
needs in
mind
(£13k)
Results
A new
logo
Uses
People
use
income-
generating
council
services
Benefits
Income
generation
© 2014 Copyright ISC Ltd.

5. This looks like a case of…
© 2014 Copyright ISC Ltd.

6. It’s actually more like this…
Projects
Create a new
logo with
modern needs
in mind (£13k)
Rebrand all
council vehicles,
buildings,
website,
stationery
(£???k)
Results
A new logo
Rebranded
council assets
Uses
People use
income-
generating
council services
Benefits
Income
generation
© 2014 Copyright ISC Ltd.

7. Apparently, there are more Uses and Benefits
Projects
Create a new
logo with
modern needs
in mind (£13k)
Rebrand all
council vehicles,
buildings,
website,
stationery
(£???k)
Results
A new logo
Rebranded
council assets
Uses
People use the
Leisure Centres
People know
what the council
is and is not
responsible for
Benefits
Income
generation
Citizens who
are less
“confused”
about service
providers
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8. What has really happened…
Projects
Create a new
logo with modern
needs in mind
(£13k)
Results
A new logo
Uses
Citizens complain
about a waste of
money
The press
publishes more
“Council waste”
stories
Citizens vote for
new Councillors
Benefits
Reputational
damage
Citizen-focused
service
improvements
(if you’re lucky!)
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9. References
 Derbyshire Times
 http://goo.gl/KUq0Le
 Daily Express
 http://goo.gl/RyJqUw
 Chesterfield Borough Council
 http://goo.gl/RpUkgA
 More about OpenStrategies and PRUB-thinking
 http://ianjseath.wordpress.com/shared-
knowledge/openstrategies-prub-thinking/
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10. If you would like some help in applying PRUB-thinking to your
projects to ensure they really do link through to validated benefits,
please get in touch…
ian.seath@improvement-skills.co.uk
07850 728506
@ianjseath
uk.linkedin.com/in/ianjseath
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