The look features origami models intended to represent business and social issues, which information from the Census can affect. It carries the strapline ‘Help tomorrow take shape'.
The brightly-coloured origami shapes are shown against a paper landscape that includes urban, rural, residential and industrial scenes.
The Census takes place every 10 years, and encompasses every household in England and Wales. It provides population estimates and socio-economic and demographic information needed by government for policy decisions. A trial run for the Census, in which the form will be sent to 100,000 households, will take place later this year. It will showcase the latest branding.
In April 2008, Elmwood was appointed to develop the branding for the Census following a four-way pitch, which was handled by the COI.
The 2011 Census will be driven by a major online push through a dedicated website, which provides information on how to fill out the 20-page form.
It is expected that 15% of English and Welsh households will access the Census website for information on the form.
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