Surrey Police Board
MUNICIPAL POLICE BOARD
SURREY, BC
The Surrey Police Board holds the public trust at a key time in Surrey as the city’s new police service transitions into place on a promise of transparency, accountability, and community-centred practices.
The Surrey Police Board (SPB) was created to provide independent civilian oversight for the new Surrey Police Service (SPS) and hold it accountable to the community. SPB oversees SPS’s budget, investigates any complaints against the police, sets policy, and provides direction to the Chief Constable. It’s an important role that places the Board squarely in the public spotlight.
THE ASK
As a new organization, SPB needed a logo, but as part of a high-profile policing transition, they were subject to intense public scrutiny. It was important that their logo send the right message, clearly communicating their role, their commitment to the community, and their values-based, progressive approach. Knowing that Indalma had worked with SPS and other municipal police agencies and understood the needs of policing organizations, they approached us for help.
THE WORK
Indalma began with a Discovery session to help the Board identify the brand attributes they wanted to communicate. Our team listened, researched, and developed a list of attributes that described the SPB brand. Once the attributes were chosen, we worked through a series of design iterations with the Board, knowing that the new logo had to:
Express key attributes such as accountability, responsiveness, and progressiveness
Show the relationship between the Board, the community, and SPS
Feel reassuring to the community, who were about to undergo a large change in their policing service
Be distinct from, but related to, the SPS logo
Work side-by-side with the SPS logo when they appeared together on publications
In the end, the Board selected a design that had the SPS crest at the centre, surrounded by an open shield shape. The design flows from the centre outwards: the crest nestles within the shield to show SPS’s responsibility to the Board, and the shield is open to the community to express transparency, open communication, and the Board’s accountability to the citizens of Surrey. It was gratifying for our team to work with this diverse group of citizens, united in their passion for a community-based policing model that will make their city a better place to live, work and play.
OUR SERVICES
Discovery session
Logo design
