MAFF joins ministries in move to alter image

The Ministry of Agriculture Fisheries & Food (MAFF) is the latest government department to hire a design consultancy to enhance its image, at an estimated cost of 100,000.

The Ministry of Agriculture Fisheries & Food (MAFF) is the latest government department to hire a design consultancy to enhance its image, at an estimated cost of 100,000.

MAFF has appointed design agency Tatham Pearce (TP) to review the ministry’s name and its visual identity. This will lead to a launch of the new look, after which TP will instruct staff within MAFF on how best to communicate the values behind the new identity.

The agency has also been briefed to advise the ministry on how to fight negative perceptions of it from the public which have developed through its association with scares like BSE and E.coli.

Design industry sources suggest the cost of such a project is likely to be about 100,000, although the ministry itself says it is not able put a figure on the project.

Last week, the Department of Culture Media & Sport hired CDT Design to a similar brief.

Other appointments include that of Sampson Tyrrell Enterprise, which has been briefed to come up with a brand identity for the Government’s New Deal welfare-to-work programme. “Our job is to help government identify the appeal and translate the strategies into accessible consumer propositions that attract them,” says Sampson Tyrrell.

The COI’s has also been appointed to provide a new logo for the Department of the Environment Transport & Regions.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here