OBJECTIVESCogent Skills sits at the centre of the UK’s skills infrastructure and operates at every level of vocational training, qualifications and skills development across the science industries. This activity is underpinned by world-class standards – including the Cogent Gold Standard.
The company (originally called Cogent Skills Sector Council) was split into multiple companies / divisions that reflected either the output or clients of each offer, held together in a loose group. Clients and partners found this confusing and it somewhat watered down the holistic offer.
To address this, Cogent Skills Sector Council was about to go through a period of fundamental change, with group companies coming together under one banner. The new vision for the organisation was to bring the needs of the customer to the forefront.
A new brand strategy was required, one that would inform, include and motivate people at a time of change, placing them at the very centre of the new vision.
OUTCOMEA new name, logo and corporate style were developed to express the core essence of “what we do” across all parts of the new, integrated, Cogent Skills organisation.
A renaming and restructuring of the parent and child brands brought all services under a single banner and clearly defined the offers to the 'customer'. This was supported by a simplified brand message… the go-to place for science industry skills.
The essence of Cogent Skills' offer is all about people, and their potential to grow personally and professionally, whilst in turn, advancing the organisations and sectors in which they work. We designed a brand to reflect this natural growth. We used the Fibonacci sequence, nature's structured numbering system, as a basis for the look and feel of the brand.
We supported Cogent Skills to launch the brand internally and externally, rolling it out across both print and digital platforms.
'In partnership with Nonconform, we have created a brand that embraces the best of all parts of the Group, helping us to live these values internally, as well as express them externally. The new brand gives our commercial endeavors direction, gives us a more powerful sponsorship platform and supports our sustainability, subtly re-positioning all group offers from apprenticeships to courses, as well as our consulting offer. It is a more commercial, marketing-led brand.'
Head of Marketing and PR, Cogent Skills