Government ditches DCSF rebranding

The Department for Children, Schools & Families (DCSF) has rebranded as the Department for Education.

Previous DCSF campaign
Previous DCSF campaign

The name change reverses the rebranding of the schools department by Labour three years ago.

The DCSF logo, which featured a rainbow and cartoon people, has also been ditched in favour of plain blue type.

The DCSF had been one of the most prominent Government advertisers prior to the election. It has launched several campaigns this year as part of its plans to tackle underage drinking.

However, its marketing budget could be reduced if the Tories’ threat to cut Government spending back to 1997 levels in real terms is carried out by the coalition administration.

Despite the name change, it is said that the DFE will still maintain responsibility for children’s services

The DCSF was created by Gordon Brown shortly after he became Prime Minister in June 2007. It was said that the rebranding exercise cost several thousands of pounds.

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