Chief constable plans ‘fresher look’ to PSNI branding

“Our current brand is simply the crest and we aim to enhance this to better reflect the breadth and depth of what we do and to improve our connection to our communities,” said Mr Byrne.

“Policing is so much more than an acronym – which is why our brand review is focusing on using ‘Police Service NI’ as opposed to ‘PSNI’.”

However, the Police Federation for Northern Ireland (PFNI) believes that removing the name from the force crest is “inappropriate”.

“Since the unveiling of the new-look branding, the PFNI is aware of some officers who expressed concern about the removal of the name from the crest that will more frequently be seen in public,” it said.

Mr Byrne says the new look was necessary to “bring consistency and a fresher look to the Police Service NI brand”.

He explained:” When I first took on the role as chief constable I made it clear that my ambition was to provide a more visible, accessible, responsive and community-focused service.

“For that reason, we are currently reviewing and working hard to improve our communications and as part of this work, we are refreshing our current brand guidelines.

“We are keen to bring consistency and a fresher look to the Police Service NI brand and imagery across our digital platforms, publications, building signage, livery and our website. Alongside this, we are reviewing our uniform and our vehicle fleet signage. It is important to highlight that we are not changing the crest or the name of the service, as both are representative of the service we deliver and are set in law.

“We have already briefed the Northern Ireland Policing Board, the Justice Minister and the Police Federation on our plans and will be starting a consultation process over the summer months that will continue into the autumn before returning to the Policing Board with an update on the final proposals.”

Mr Byrne said the draft visuals for better use of the service crest “will enhance the name and purpose of Police Service NI”.

He added: “All of this design work has been completed in-house with our own graphic designers and, to date, has been cost neutral.

“I look forward to introducing a brand that reflects our connection and continued partnership with all communities in Northern Ireland.”

The PFNI said much of the operational proposals outlined by the PSNI “make sound sense”.

“It is important that the service modernises and has the ability to adapt to changing circumstances,” it said.

“As clearly outlined by the chief constable, this cannot be a name change or a change in the crest as that is set in law. There was hard-won political consensus, and considerable internal pain, around the crest when it was introduced. That fact should not be lost in this debate.

“We accept that this is an attempt to provide more operationally practical uniforms for officers and greater visibility for vehicles. In fact, the vehicle livery is more in line with what is seen in all other parts of the UK.”

However, the PFNI said altering the crest by removing the name from it “is proving problematic” and believes it is “inappropriate”.

“It is a view that we will convey during the formal consultation and implementation phase,” it added.

“There is a consultation process underway and people will be able to express their own views.”