25 feb 1975 año - ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎ ‎

Descripción:

In 1974, National Citizens Advice conducted a survey to assess public awareness of its branding and found that less than 1% of the public recognised its owl symbol. In response, National Citizens Advice's publicity group formed a working group to update its image, aiming to retain the owl symbol if possible.

They commissioned the firm Wolff Olins to review its corporate image. In December 1974, Wolff Olins reported back, recommending that the owl symbol be dropped. The minutes from the publicity group meeting reflected concerns about whether all Citizens Advice offices would adopt any new proposed logo, particularly because many were attached to the owl symbol.

In February 1975, Wolff Olins suggested updates to modernise the image, including:
- Ceasing the use of "CAB" except internally, as the public found the initials confusing
- Dropping the word "bureau" and using "Citizens Advice" instead
- Adopting uniform signage that informed the public about the topics on which advice was provided
- Implementing a common blue and yellow symbol

However, minutes from a subsequent meeting revealed that staff were concerned about losing the word "bureau," fearing implications for the organisation's identity. After discussion, they recommended that the house style and corporate image suggested by Wolff Olins be adopted, with the exception of dropping the word "bureau."

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