In the Media

Scotland Yard spends ?30,000 on 'Total Policing' re-brand

PUBLISHED March 23, 2012

Bernard Hogan-Howe has repeatedly championed the approach which he says involves a total war on crime and total care for victims.

Now the force has revealed that £29,666 has been spent branding posters and other literature with the slogan since Mr Hogan-Howe took office in September 2011.

The starting salary of a police constable in the Metropolitan Police is £28,605.

In response to a Freedom of Information request, Scotland Yard wrote: "The MPS has spent £29,666 in re-branding Metropolitan Police with 'Total Policing'. This cost includes revised branding guidelines, as well as updating literature and promotional material as it becomes out of stock."

Mr Hogan-Howe's decision to re-brand has echoes of a similar decision made by Lord Blair, a former Scotland Yard commissioner.

After taking office Lord Blair, then Sir Ian, changed the slogan of the Metropolitan Police from 'Working for a safer London' to 'Working together for a safer London'.

However Mr Hogan-Howe appears to be moving away from that slogan. The iconic revolving Scotland Yard sign, which is being repositioned, is to have Lord Blair's slogan removed.

The sign will simply have the words 'New Scotland Yard' on all three sides.