When Government branding goes wrong...

The UK Office of Government Commerce is:

Responsible for improving value for money by driving up standards and capability in procurement

Now, let's see, how would you improve value for money? I know! An expensive branding exercise. That'll do it.

So FHD, the prestigious London branding agency, has been brought in to devise, among other things, a new logo. And here, courtesy of The Register, it is:

When it was presented to OGC staff it didn't take long for them to look at the new brand logo (emblazoned on mouse mats and so forth) from all angles:

Apparently they are pressing ahead with it anyway. A spokesman for the OGC said (I kid you not) this:

We concluded that the effect was generic to the particular combination of the letters 'OGC' - and is not inappropriate to an organisation that's looking to have a firm grip on government spend.