Why did a tiny logo change cost GOV.UK so much?
Under the microscope, the Tudor Crown and logotype remain. The critical difference is a light blue dot delicately placed between “GOV” and “UK,” all set on a bright blue background.
Some might call it subtle brilliance; others may consider it a waste of taxpayers’ money. Paying half a million pounds for what looks like a dot moved in Figma seems outrageous. But there’s a lot more on that balance sheet than meets the eye.
When viewing the brand guidelines, it becomes clear that “moving the dot” wasn’t just aesthetic tinkering. Rather, it represents a complete redesign for how the brand communicates across an expanding ecosystem of touchpoints.
The guidelines describe the dot as “the bridge between government and the UK, by the side of users to help make information and services easier and more useful.” It also presents the dot as a “companion” that “takes on different roles, guiding users through content, journeys, and experiences across GOV.UK channels”
Behind that tiny change lies a far bigger system update, including:
- Redrawn wordmark and crown for visual balance and accessibility.
- Expanded colour palette for clarity across web, app, and print.
- Motion rules for defining animations and transitions.
- Typography and data standards to meet accessibility needs.
- A brand hierarchy system linking the logo across all services.
Ultimately, the tiny dot became a design system, not just a nudge. But £532,000 still sounds steep, right?