Rankings
Organisation
Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
1
Bromford Housing Group
15
15
15
15
16
76%

A good balance of high quality imagery and messaging that feels appropriate and customer focused, without feeling profligate. The overall impression is very cohesive; recognisable but not relentless.

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1 Bromford Housing Group

Messaging: 15, Visual Brand: 15, Consistency: 15, Quality: 15, Saliency: 16, Overall: 76%

A good balance of high quality imagery and messaging that feels appropriate and customer focused, without feeling profligate. The overall impression is very cohesive; recognisable but not relentless.

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2
Circle Housing Group
11
14
17
15
15
72%

A strong, simple identity that uses purple to hold together different types of communications for different audiences. Though the messaging could work harder the overall impression is consistent and high quality.

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2 Circle Housing Group

Messaging: 11, Visual Brand: 14, Consistency: 17, Quality: 15, Saliency: 15, Overall: 72%

A strong, simple identity that uses purple to hold together different types of communications for different audiences. Though the messaging could work harder the overall impression is consistent and high quality.

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3
Affinity Sutton
13
13
15
13
13
67%

A more corporate impression is created through a fresh but cool colour palette and a focus on properties rather than people in the photography. Communications are carefully considered for different audiences.

3 Affinity Sutton

Messaging: 13, Visual Brand: 13, Consistency: 15, Quality: 13, Saliency: 13, Overall: 67%

A more corporate impression is created through a fresh but cool colour palette and a focus on properties rather than people in the photography. Communications are carefully considered for different audiences.

4
Places for People Group
11
13
13
14
13
64%

Immediately feels strong and vibrant through the use of colour and typography, but there’s a distinct lack of human warmth, which the name suggests, due to limited use of people photography.

4 Places for People Group

Messaging: 11, Visual Brand: 13, Consistency: 13, Quality: 14, Saliency: 13, Overall: 64%

Immediately feels strong and vibrant through the use of colour and typography, but there’s a distinct lack of human warmth, which the name suggests, due to limited use of people photography.

5
One Housing Group
12
13
12
13
13
63%

A confident, credible impression that feels clean and structured. All the elements are good in themselves but the way they are used together varies in quality and consistency.

5 One Housing Group

Messaging: 12, Visual Brand: 13, Consistency: 12, Quality: 13, Saliency: 13, Overall: 63%

A confident, credible impression that feels clean and structured. All the elements are good in themselves but the way they are used together varies in quality and consistency.

6
Midland Heart
11
12
11
13
13
60%

The varied use of colours means the overall impression is not as consistent as it could be. But the high quality people photography works well across the different audience applications, and shows a real sense of care.

6 Midland Heart

Messaging: 11, Visual Brand: 12, Consistency: 11, Quality: 13, Saliency: 13, Overall: 60%

The varied use of colours means the overall impression is not as consistent as it could be. But the high quality people photography works well across the different audience applications, and shows a real sense of care.

7
Family Mosaic Housing
13
11
9
12
13
58%

An interesting name and some really good bits don’t come together as strongly as they could. The result is a lack of consistency and feels like a missed opportunity.

7 Family Mosaic Housing

Messaging: 13, Visual Brand: 11, Consistency: 9, Quality: 12, Saliency: 13, Overall: 58%

An interesting name and some really good bits don’t come together as strongly as they could. The result is a lack of consistency and feels like a missed opportunity.

8=
The Guinness Partnership
11
10
12
12
12
57%

Portrait photography is strong and believable, but is let down by the other elements. The use of a single colour helps to deliver consistency, but the choice of colour, which affects the overall impression, feels dull and dated.

8= The Guinness Partnership

Messaging: 11, Visual Brand: 10, Consistency: 12, Quality: 12, Saliency: 12, Overall: 57%

Portrait photography is strong and believable, but is let down by the other elements. The use of a single colour helps to deliver consistency, but the choice of colour, which affects the overall impression, feels dull and dated.

8=
Peabody Group
10
10
11
13
13
57%

A number of solid, straightforward elements, but that feel a little disconnected when used together. Different audience communications demonstrate saliency, but lack consistency.

8= Peabody Group

Messaging: 10, Visual Brand: 10, Consistency: 11, Quality: 13, Saliency: 13, Overall: 57%

A number of solid, straightforward elements, but that feel a little disconnected when used together. Different audience communications demonstrate saliency, but lack consistency.

10
Cross Keys Homes
7
11
14
10
14
56%

A bright, vibrant impression across all materials delivers instant recognition and consistency. However messaging lacks the same impact and there is a danger that the strong consistency will become relentless.

10 Cross Keys Homes

Messaging: 7, Visual Brand: 11, Consistency: 14, Quality: 10, Saliency: 14, Overall: 56%

A bright, vibrant impression across all materials delivers instant recognition and consistency. However messaging lacks the same impact and there is a danger that the strong consistency will become relentless.

11
Thames Valley Housing
9
10
13
10
13
55%

Best of the messaging is buried in the website and what’s on the surface is more dry and a little apologetic. From development of the Fizzy sub brand to the overall look and feel, the brand is considered and consistent.

11 Thames Valley Housing

Messaging: 9, Visual Brand: 10, Consistency: 13, Quality: 10, Saliency: 13, Overall: 55%

Best of the messaging is buried in the website and what’s on the surface is more dry and a little apologetic. From development of the Fizzy sub brand to the overall look and feel, the brand is considered and consistent.

12=
Anchor Trust
8
10
11
11
13
53%

Colour and photography provides some consistency. The overall look and feel is relatively salient with its focused target audience. An opportunity for rich messaging is a little lost.

12= Anchor Trust

Messaging: 8, Visual Brand: 10, Consistency: 11, Quality: 11, Saliency: 13, Overall: 53%

Colour and photography provides some consistency. The overall look and feel is relatively salient with its focused target audience. An opportunity for rich messaging is a little lost.

12=
Sovereign Housing Association
9
10
14
10
10
53%

Mismatch between the logo and the remainder of the brand, suggesting that they were developed at different times. Messaging tells a story but lengthy and at times a little too retrospectively.

12= Sovereign Housing Association

Messaging: 9, Visual Brand: 10, Consistency: 14, Quality: 10, Saliency: 10, Overall: 53%

Mismatch between the logo and the remainder of the brand, suggesting that they were developed at different times. Messaging tells a story but lengthy and at times a little too retrospectively.

13=
Southern Housing Group
10
11
10
11
10
52%

Corporate, 'vernacular' look and feel, with relative consistency and saliency. Lacks a clear information architecture which undermines navigation. Overall quality could be improved.

13= Southern Housing Group

Messaging: 10, Visual Brand: 11, Consistency: 10, Quality: 11, Saliency: 10, Overall: 52%

Corporate, 'vernacular' look and feel, with relative consistency and saliency. Lacks a clear information architecture which undermines navigation. Overall quality could be improved.

13=
Notting Hill Housing
9
11
12
10
10
52%

Messaging reasonable but a real lost opportunity given the heritage of NHH. Overall brand reasonably consistent and of a standard, relatively distinctive. However, it lacks provenance and meaning, and the quality could be higher.

13= Notting Hill Housing

Messaging: 9, Visual Brand: 11, Consistency: 12, Quality: 10, Saliency: 10, Overall: 52%

Messaging reasonable but a real lost opportunity given the heritage of NHH. Overall brand reasonably consistent and of a standard, relatively distinctive. However, it lacks provenance and meaning, and the quality could be higher.

14=
DCH
12
7
12
8
12
51%

Both labelling of the messaging and the messaging itself makes a real effort at authenticity. The use of film provides some warmth. Colour provides some consistency but lacks quality and sophistication.

14= DCH

Messaging: 12, Visual Brand: 7, Consistency: 12, Quality: 8, Saliency: 12, Overall: 51%

Both labelling of the messaging and the messaging itself makes a real effort at authenticity. The use of film provides some warmth. Colour provides some consistency but lacks quality and sophistication.

14=
L&Q
12
9
9
9
12
51%

Everything of a standard, with messaging and saliency its points of strength, but all a little too 'B&Q'. Another missed opportunity in terms of excellence, considered but just a little too crude.

14= L&Q

Messaging: 12, Visual Brand: 9, Consistency: 9, Quality: 9, Saliency: 12, Overall: 51%

Everything of a standard, with messaging and saliency its points of strength, but all a little too 'B&Q'. Another missed opportunity in terms of excellence, considered but just a little too crude.

14=
Your Housing Group
9
9
13
9
11
51%

Relatively clear messaging, though rather too focused on the past and on the inside. A distinct visual theme that holds things together but lacks clear meaning. The tree device in the logo compromises its readability.

14= Your Housing Group

Messaging: 9, Visual Brand: 9, Consistency: 13, Quality: 9, Saliency: 11, Overall: 51%

Relatively clear messaging, though rather too focused on the past and on the inside. A distinct visual theme that holds things together but lacks clear meaning. The tree device in the logo compromises its readability.

14=
Metropolitan Housing Trust
10
11
10
10
10
51%

Nice logo, colour palette and iconography style, but the overall visual language could have greater pace. Clear purpose statement but perhaps lacks emotional content.

14= Metropolitan Housing Trust

Messaging: 10, Visual Brand: 11, Consistency: 10, Quality: 10, Saliency: 10, Overall: 51%

Nice logo, colour palette and iconography style, but the overall visual language could have greater pace. Clear purpose statement but perhaps lacks emotional content.

15=
The Hyde Group
7
8
13
8
12
48%

Unconventional logo with hidden name embedded in it. Vernacular colour palette and imagery, yet the overall look and feel is a little more property developer than housing association.

15= The Hyde Group

Messaging: 7, Visual Brand: 8, Consistency: 13, Quality: 8, Saliency: 12, Overall: 48%

Unconventional logo with hidden name embedded in it. Vernacular colour palette and imagery, yet the overall look and feel is a little more property developer than housing association.

15=
A2 Dominion Group
9
11
10
11
7
48%

A clear attempt to tackle the challenges of the new world head on, with a family of brands and contemporary 'developer' look and feel. However the roles and relationship between the brands is not as clear as it might be.

15= A2 Dominion Group

Messaging: 9, Visual Brand: 11, Consistency: 10, Quality: 11, Saliency: 7, Overall: 48%

A clear attempt to tackle the challenges of the new world head on, with a family of brands and contemporary 'developer' look and feel. However the roles and relationship between the brands is not as clear as it might be.

22
Sanctuary Group
10
8
7
10
12
47%

A slightly uncomfortable array of sub brands linked by name alone and a look and feel that at times lacks warmth.

22 Sanctuary Group

Messaging: 10, Visual Brand: 8, Consistency: 7, Quality: 10, Saliency: 12, Overall: 47%

A slightly uncomfortable array of sub brands linked by name alone and a look and feel that at times lacks warmth.

23
Stonewater
9
8
10
8
11
46%

The coldness of the visual brand that feels rather 'estate agent' is counteracted by just a little appropriate heart and soul messaging.

23 Stonewater

Messaging: 9, Visual Brand: 8, Consistency: 10, Quality: 8, Saliency: 11, Overall: 46%

The coldness of the visual brand that feels rather 'estate agent' is counteracted by just a little appropriate heart and soul messaging.

24=
Genesis
10
8
13
7
7
45%

A consistent but relatively unrefined visual expression that lacks sophistication and warmth. However the angles and triangles are visually aligned to Thames Valley Housing, with whom there is a proposed merger.

24= Genesis

Messaging: 10, Visual Brand: 8, Consistency: 13, Quality: 7, Saliency: 7, Overall: 45%

A consistent but relatively unrefined visual expression that lacks sophistication and warmth. However the angles and triangles are visually aligned to Thames Valley Housing, with whom there is a proposed merger.

24=
Aster Group
10
10
8
8
9
45%

A sense of family, coherence and warmth in the master brand and sub brands. Some of the supporting imagery is a little naive in style. The messaging has immediacy but lacks originality.

24= Aster Group

Messaging: 10, Visual Brand: 10, Consistency: 8, Quality: 8, Saliency: 9, Overall: 45%

A sense of family, coherence and warmth in the master brand and sub brands. Some of the supporting imagery is a little naive in style. The messaging has immediacy but lacks originality.

25=
The Riverside Group
8
8
9
9
10
44%

A strong attempt at a consistent brand and clear message, but the power of it is lost in its application, which is a little heavy handed and lacking depth.

25= The Riverside Group

Messaging: 8, Visual Brand: 8, Consistency: 9, Quality: 9, Saliency: 10, Overall: 44%

A strong attempt at a consistent brand and clear message, but the power of it is lost in its application, which is a little heavy handed and lacking depth.

25=
Gentoo Group
9
8
11
7
9
44%

A strong sense of self, real personality and stand out, contemporary. However, it could have greater depth and sophistication - and why a penguin?!

25= Gentoo Group

Messaging: 9, Visual Brand: 8, Consistency: 11, Quality: 7, Saliency: 9, Overall: 44%

A strong sense of self, real personality and stand out, contemporary. However, it could have greater depth and sophistication - and why a penguin?!

28
Catalyst Housing
8
7
10
7
10
42%

Contrived and complex logo that dances to a different tune from the overall visual language. 'Better' messaging is emotive and customer focused, but slightly lost in the lower level of the website.

28 Catalyst Housing

Messaging: 8, Visual Brand: 7, Consistency: 10, Quality: 7, Saliency: 10, Overall: 42%

Contrived and complex logo that dances to a different tune from the overall visual language. 'Better' messaging is emotive and customer focused, but slightly lost in the lower level of the website.

29
EMH Group
6
8
10
8
8
40%

A relatively complex family of brands that could perhaps be brought closer. An attempt to build a clear visual system, but the look and feel could have a greater provenance, and relevance.

29 EMH Group

Messaging: 6, Visual Brand: 8, Consistency: 10, Quality: 8, Saliency: 8, Overall: 40%

A relatively complex family of brands that could perhaps be brought closer. An attempt to build a clear visual system, but the look and feel could have a greater provenance, and relevance.

30
Paradigm Housing Group
6
9
8
8
9
40%

Development of richer, audience facing messages would work more effectively than the 'believe' circle. The logo is more of a graphic icon and less of a logo. Beyond the use of blue, little discernible visual language.

30 Paradigm Housing Group

Messaging: 6, Visual Brand: 9, Consistency: 8, Quality: 8, Saliency: 9, Overall: 40%

Development of richer, audience facing messages would work more effectively than the 'believe' circle. The logo is more of a graphic icon and less of a logo. Beyond the use of blue, little discernible visual language.

31
Plus Dane Housing Group
5
9
10
8
8
40%

A staid visual language and indistinct logo, has a breath of of fresh air from Value for Money Statement and Annual Report that would do well to reinvent the brand.

31 Plus Dane Housing Group

Messaging: 5, Visual Brand: 9, Consistency: 10, Quality: 8, Saliency: 8, Overall: 40%

A staid visual language and indistinct logo, has a breath of of fresh air from Value for Money Statement and Annual Report that would do well to reinvent the brand.

32=
Orbit Group
11
6
6
6
8
37%

A discernible family of sub brands, thought the purpose of the regional sub brands seems unclear. An investment in messaging, though a need to summarise it and turn the message fully outwards.

32= Orbit Group

Messaging: 11, Visual Brand: 6, Consistency: 6, Quality: 6, Saliency: 8, Overall: 37%

A discernible family of sub brands, thought the purpose of the regional sub brands seems unclear. An investment in messaging, though a need to summarise it and turn the message fully outwards.

32=
Home Group
9
7
7
6
8
37%

A recent investment in the brand and website has provided some improvements. However, the user journey has multiple layers and 'opening doors' messaging is lost in its full expression, which is overlong and too many clicks away.

32= Home Group

Messaging: 9, Visual Brand: 7, Consistency: 7, Quality: 6, Saliency: 8, Overall: 37%

A recent investment in the brand and website has provided some improvements. However, the user journey has multiple layers and 'opening doors' messaging is lost in its full expression, which is overlong and too many clicks away.

32=
First Wessex Group
8
7
8
6
8
37%

A visual expression that is a little too 'identikit' and indistinct, with heavy-handed use of colour and other visual elements. 'My Wessex' a nice attempt at personalisation.

32= First Wessex Group

Messaging: 8, Visual Brand: 7, Consistency: 8, Quality: 6, Saliency: 8, Overall: 37%

A visual expression that is a little too 'identikit' and indistinct, with heavy-handed use of colour and other visual elements. 'My Wessex' a nice attempt at personalisation.

32=
bpha
6
8
9
7
7
37%

The extrapolated letterforms in the logo have been temporarily replaced by a 25th anniversary logo. The brand promises more than it delivers, with a visual language that is considered but lacks depth and an approach to case studies that isn't reflected in the messaging.

32= bpha

Messaging: 6, Visual Brand: 8, Consistency: 9, Quality: 7, Saliency: 7, Overall: 37%

The extrapolated letterforms in the logo have been temporarily replaced by a 25th anniversary logo. The brand promises more than it delivers, with a visual language that is considered but lacks depth and an approach to case studies that isn't reflected in the messaging.

36
Accent Group
8
6
8
6
8
36%

A logo that attempts to communicate too much and a visual expression too reliant on 'housing association; blue alone. Messaging not distinctive and a bit too inwardly focused.

36 Accent Group

Messaging: 8, Visual Brand: 6, Consistency: 8, Quality: 6, Saliency: 8, Overall: 36%

A logo that attempts to communicate too much and a visual expression too reliant on 'housing association; blue alone. Messaging not distinctive and a bit too inwardly focused.

37
Isos Group
7
6
4
7
11
35%

'Everyday we make someone's life better' a great sentiment that isn't explained or expressed in the visual brand. (New?) illustrations provide some warmth and personality to a visual brand that otherwise lacks it.

37 Isos Group

Messaging: 7, Visual Brand: 6, Consistency: 4, Quality: 7, Saliency: 11, Overall: 35%

'Everyday we make someone's life better' a great sentiment that isn't explained or expressed in the visual brand. (New?) illustrations provide some warmth and personality to a visual brand that otherwise lacks it.

38
Yorkshire Housing
6
10
5
7
6
34%

A slightly confusing family of brands. Some investment in recent Value for Money statement and Customer Annual Report could be reflected back into the brand. Overall a brand that isn't quite 'pulled off'.

38 Yorkshire Housing

Messaging: 6, Visual Brand: 10, Consistency: 5, Quality: 7, Saliency: 6, Overall: 34%

A slightly confusing family of brands. Some investment in recent Value for Money statement and Customer Annual Report could be reflected back into the brand. Overall a brand that isn't quite 'pulled off'.

39
Hanover Housing Association
7
6
7
5
8
33%

A clear and focused offer, a logo that tries too hard but says too little and an indistinct visual language.

39 Hanover Housing Association

Messaging: 7, Visual Brand: 6, Consistency: 7, Quality: 5, Saliency: 8, Overall: 33%

A clear and focused offer, a logo that tries too hard but says too little and an indistinct visual language.

40=
Wakefield and District Housing
9
5
7
4
7
32%

Messaging that promises but then goes on too much. Colour palette and logo that lack sophistication. But clear that some effort to connect through the brand is being made.

40= Wakefield and District Housing

Messaging: 9, Visual Brand: 5, Consistency: 7, Quality: 4, Saliency: 7, Overall: 32%

Messaging that promises but then goes on too much. Colour palette and logo that lack sophistication. But clear that some effort to connect through the brand is being made.

40=
WM Housing Group
3
5
10
6
8
32%

Relatively ownable visual elements applied with too heavy a hand. Some nice language but insufficiently expansive.

40= WM Housing Group

Messaging: 3, Visual Brand: 5, Consistency: 10, Quality: 6, Saliency: 8, Overall: 32%

Relatively ownable visual elements applied with too heavy a hand. Some nice language but insufficiently expansive.

42
Rochdale Boroughwide Housing
6
6
6
6
7
31%

A recent investment in the website has provided some improvement. Nice headline message and strapline, but it is hard to find the explanation of how this is unpacked.

42 Rochdale Boroughwide Housing

Messaging: 6, Visual Brand: 6, Consistency: 6, Quality: 6, Saliency: 7, Overall: 31%

A recent investment in the website has provided some improvement. Nice headline message and strapline, but it is hard to find the explanation of how this is unpacked.

43=
AmicusHorizon
9
6
4
5
6
30%

Unsophisticated logo, strapline lacking depth and personality, the overall impression is heavy handed and key documents such as the Value for Money Statement appear to have been created in Word.

43= AmicusHorizon

Messaging: 9, Visual Brand: 6, Consistency: 4, Quality: 5, Saliency: 6, Overall: 30%

Unsophisticated logo, strapline lacking depth and personality, the overall impression is heavy handed and key documents such as the Value for Money Statement appear to have been created in Word.

43=
Swan Housing Association
8
6
7
5
4
30%

An uncomfortable balance between wordmark and logo symbol, and a strapline that is far too long. The investment in mission and values formula for messaging would benefit from being spent on more effective customer facing messaging.

43= Swan Housing Association

Messaging: 8, Visual Brand: 6, Consistency: 7, Quality: 5, Saliency: 4, Overall: 30%

An uncomfortable balance between wordmark and logo symbol, and a strapline that is far too long. The investment in mission and values formula for messaging would benefit from being spent on more effective customer facing messaging.

45
Bolton At Home
7
4
7
4
7
29%

Dated and the overall impression is a little home made. Nice customer facing story that is a little too buried on the website and could be summarised more effectively.

45 Bolton At Home

Messaging: 7, Visual Brand: 4, Consistency: 7, Quality: 4, Saliency: 7, Overall: 29%

Dated and the overall impression is a little home made. Nice customer facing story that is a little too buried on the website and could be summarised more effectively.

46
Aldwyck Housing Group
6
6
6
5
6
29%

Very 'corporate blue', too many stock shot images of models and few 'real customers', lacks warmth and saliency.

46 Aldwyck Housing Group

Messaging: 6, Visual Brand: 6, Consistency: 6, Quality: 5, Saliency: 6, Overall: 29%

Very 'corporate blue', too many stock shot images of models and few 'real customers', lacks warmth and saliency.

47
Plymouth Community Homes
9
4
5
4
6
28%

Some warmth and passion that fails to translate into an effective brand with discernible basic elements (beyond the logo and use of blue).

47 Plymouth Community Homes

Messaging: 9, Visual Brand: 4, Consistency: 5, Quality: 4, Saliency: 6, Overall: 28%

Some warmth and passion that fails to translate into an effective brand with discernible basic elements (beyond the logo and use of blue).

48
Housing & Care 21
7
5
5
5
6
28%

The 21st century message doesn't come through sufficiently in the brand and provides some confusion with focus on over 65s. Corporate blue, a logo that has benefitted from some consideration but little else to grab hold of.

48 Housing & Care 21

Messaging: 7, Visual Brand: 5, Consistency: 5, Quality: 5, Saliency: 6, Overall: 28%

The 21st century message doesn't come through sufficiently in the brand and provides some confusion with focus on over 65s. Corporate blue, a logo that has benefitted from some consideration but little else to grab hold of.

49
Great Places Housing Group
5
7
4
6
6
28%

Crass logo, heavy handed use of colour, little that's ownable and some warm, authentic photography.

49 Great Places Housing Group

Messaging: 5, Visual Brand: 7, Consistency: 4, Quality: 6, Saliency: 6, Overall: 28%

Crass logo, heavy handed use of colour, little that's ownable and some warm, authentic photography.

50
Viridian
3
4
6
4
8
25%

A logo that feels very 'out of sector' and a colour palette that lacks warmth. A recent investment in the website but appears 'off the shelf' and this compromises the customer journey.

50 Viridian

Messaging: 3, Visual Brand: 4, Consistency: 6, Quality: 4, Saliency: 8, Overall: 25%

A logo that feels very 'out of sector' and a colour palette that lacks warmth. A recent investment in the website but appears 'off the shelf' and this compromises the customer journey.