Federal Public Service Home Affairs
Contemporary, client friendly and dynamic

Federal Public Service Home Affairs prepares the federal minister of Home Affairs policy and also implements it. Domains of action are police and civil security, registration and identification of natural persons, certain democratic civil rights and immigration and nationality policy.

Assessment

FPS Home Affairs has a logo, but no consistent visual identity. Each DG has its own logo and style. Challenge 1: create one logo and visual identity and apply it to various applications. Challenge 2: achieve that all DG’s communicate in a uniform and consistent manner, the way any modern, client friendly and dynamic public service should.

Strategy and approach

For the new logo, Lemento opts for continuity in symbolism and clarity in visualisation. This is implemented through co-branding. FPS Home Affairs is the main endorser, with a clear endorsement via the .be-logo. Furthermore, each DG can add a logo of its own, but it has to be subsidiary to the main FPS logo. Next to a correspondence set, templates and communication material, Lemento also develops guidelines for client friendly behaviour, use of language and information design