Why has the Royal Mint changed its identity?
A Royal Mint Spokesperson said: ‘The Royal Mint’s new corporate identity is the visible face of a new forward-looking strategy designed to embody the core values of craftsmanship, quality, authenticity and heritage that have become synonymous with the Royal Mint.’ We believe it is important to leverage our brand and to differentiate and distinguish ourselves in an increasingly competitive marketplace. Having undertaken a brand review, we found that our customers agreed, and we hope the new identity will provide us with a renewed sense of pride and underpin the focus on the needs of our customers. The inspiration for the new logo is to be found in the Tudor rose reverse design of the first gold sovereign struck in 1489. The use of gold and silver colours evoke the premium qualities of this royal institution and allude to the precious metals used in striking high quality Proof coins. Together the elements of this elegant and powerful logo represent the Royal Mint and its core values both
