Last week, as Boris Johnson assumed his new role at 10 Downing, Huge London released a set of brand guidelines for the new administration. Used exclusively among designers and marketers to ensure that a company’s brand expression remains consistent across myriad platforms, brand guidelines are integral to the success of every major corporation--especially if that business is the political radicalization of large groups of people, with or without help from your comrades to the north.
“Boris is keen on aggressively promoting himself as a living brand to the country,” said Huge London Creative Director Hari Bajwa.
And obviously, every brand needs a set of guidelines to serve as a North Star for the team executing its expression, and Boris is no exception.
Boris: The Brand hones in on the ephemeral ethos of the UK’s newly appointed leader: polarising, ludicrous, baffling.
Capturing Johnson’s public statements and actions, Boris: The Brand defines the Prime Minister’s brand, guidelines, tone of voice, personal values, art direction, and colour. For instance,”This is not your normal set of brand guidelines. Because Boris Johnson is not your average Prime Minister. So while this document intends to provide complete clarity, consistency and direction to his approach as leader of the United Kingdom, Boris Johnson will just make it up as he goes along.” For images that capture the visual essence of Johnson, Huge London scoured Getty Images for the perfect set.
Born out of an agency exercise that challenged creative teams to execute against a tight brief in just under a week, the Brand Guidelines are the first of a series of four challenges that Huge London will hold through the end of the year.