Skip to main content

Your browser is out of date, and unable to use many of the features of this website

Please upgrade your browser.


This website requires cookies. Your browser currently has cookies disabled.

Costs of TPR rebranding exercise

FOI reference - FOI-3332

Date - 15 October 2018


Under the Freedom of Information Act, I would like to know the following information:

  • the total cost associated with the redesign of The Pensions Regulator’s (TPR) logo

Please also break this down by steps of the process (i. tendering for design, consultancy work etc) as categorised by TPR.


I can confirm that we hold information falling within scope of your request.


The request above asks for the costs associated with our new logo specifically. The Pensions Regulators’ (TPR) rebranding project involved collaboration between an external company and internal TPR staff. The rebranding, which included brand (logo, colour, guidelines) and style guide (tone of voice, and the language etc), drew on a number of internal and external resources with overlap on different elements of the rebrand in several places. Much of the work was completed in house to reduce costs, including an internal brand audit and user research.

As such, it is not possible to provide a cost for the logo alone. However, in line with of our duty to provide assistance, I am able to supply the cost of the full rebrand, which includes the new logo, incurred from the external company. I have broken this information down by category but am unable to break it down into ‘steps’ as we do not record information in this way.

Sections of the rebrand Cost 
 Brand refresh  £36,480
 Brand guidelines  £13,680
 Style guides  £6,840
 Expenses  £600
 Total  £57,600

The rebranding exercise is part of wider changes at TPR, aimed at making us a clearer, quicker, tougher regulator. You may find it helpful to review information available on our website which goes into greater details about these changes.