British Social Attitudes

︎identity ︎CORPORATE

The British Social Attitudes (BSA) survey, conducted annually by NatCen Social Research since 1983, is one of the UK’s most important studies of public opinion. It explores how people's views and values on key social, political, and moral issues—such as welfare, health, education, immigration, and the role of government—change over time. By using a large, representative sample of adults in Britain, the BSA provides policymakers, researchers, and the public with robust evidence on shifting attitudes and helps track social change across decades.

While working as Senior Designer at London digital agency Zone Digital, I designed the logo and visual identity for the British Social Attitudes Survey—a long-running, nationally representative study conducted annually by NatCen. The brand name British Social Attitudes and accompanying strapline were part of the project’s strategy and concept development. Through collaborative workshops, naming exploration, and refinement, we established a name that captured the survey’s scope, clarity, and national relevance.

The logo was applied across survey materials—from cover sheets to door-delivered questionnaires—and featured on NatCen’s website, UK government documentation, and published findings reports. The consistent branding helped reinforce the authority and professionalism of a study whose insights influence policies on public health, transport, social confidence, and more.

︎ From the targeted print campaign aimed at 4,328 adults across Great Britain there was a 51% response rate—an increase in total participants compared to several previous years. 

︎ That year’s survey introduced new question blocks, including follow-up “why” questions behind NHS satisfaction, enabling deeper insight into public concerns like waiting times.

︎ Its findings—such as a 5 pp drop in NHS satisfaction and rises in concerns over congestion and CO₂ emissions—fed directly into government policy, with departments like the NHS and Department for Transport citing BSA data in strategic planning and progress reports.


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Final brand name, strapline, logo + mark for British Social Attitudes