Design & Branding, Branding
Cumbria Constabulary, the territorial police force in England covering Cumberland, Westmorland, and Furness in Cumbria, approached us to work on a significant project to update its official crest, following the historic transition from Queen Elizabeth II to King Charles III.
The new symbols of the Tudor Crown, the Brunswick star and cypher need to be incorporated to create a new crest for Cumbria Constabulary that respects tradition while bringing the crest up to date with a fresh modern look. The crest must then meet stringent criteria in order to meet approval by the Cabinet Office before official use.
We worked in close collaboration with the Cumbria Constabulary marketing team, to modernise the crest. We began by identifying what elements of the current crest worked and what didn’t. Then taking the supply of the new King Charles III's cypher, we aimed to retain the essence of the existing emblem while giving it a new modern look and typeface.
This collaborative process was guided by a detailed understanding of the police force's branding heritage and the symbolic significance of the new state symbols.
Our solution was a holistic redesign that considered every element of the crest:
Colour Palette: We transitioned to a richer colour palette, selecting complementary swatches that modernised the crest's appearance.
Typeface: Updating the typeface both within the crest and to go alongside it, we chose Gotham, a no-nonsense geometric, sans-serif typeface.
Brunswick Star: We drew our take on the Brunswick star, an evolution of the previous one used which we felt was more harmonious with the clean lines of the new font. Once combined, our client had some options to choose from – finally agreeing on a full colour and slightly simplified mono version.
We provided the Constabulary with a versatile array of crest versions, ensuring adaptability across uniforms, vehicles, signage, printed materials, and digital platforms. This is now being rolled out across the board and can be seen in use on social media and current campaigns.
Helen Quinn, Head of Marketing and Communications at Cumbria Constabulary, praised the new crest for its modern, fresh approach that maintains the force's reputable brand and tradition. The updated emblem has been well-received by chief officers, employees, and the community, demonstrating a modern and professional image that respects the Constabulary's storied heritage.
The updated Police Crest aligns with the Cumbria Constabulary's visual identity in line with the new reign of King Charles III.
