Equality Impact Assessment - Rebranding 2020

• What is the purpose of the policy? The NatureScot brand guidelines are to be used by staff, contractors and stakeholders when incorporating the brand logo and other brand associated collateral into material for publication in print, online, signage and livery.
• Who does the policy affect? (employees, customers, equality groups, stakeholders) Employees: all employees in NatureScot will be affected by the adoption of the branding guidelines. Customers: external customers will experience changes as we implement the NatureScot brand. Stakeholders: all stakeholders will be affected by the implementation of the NatureScot brand.
• What results/outcomes are intended?  The NatureScot branding guidelines aims to ensure that the brand logo and other brand associated collateral are used correctly to maximise impact, strengthen the impact of our identity and understanding of NatureScot and its purpose and goal.

Relevance to the needs of the general equality duty

Please consider which aspects of the policy are relevant to the three needs of the general equality duty.

• Eliminate unlawful discrimination: This EqIA assessment has not identified anything relevant to elimination of unlawful discrimination. As work progresses to achieve the aims of our brand, any new policies, procedures or systems developed will be subject to their own Equality Impact Assessment as appropriate.
• Advance equality of opportunity: Aspects of our new brand will provide people with more choice about how they access NatureScot services and information. This includes the provision of greater opportunities for employees to engage with stakeholders and build on collaborative efforts and working in partnership.
• Foster good relations between groups of people: N/A
• To which of the equality groups is this policy relevant? Sex and Disability

Stage 2. Evidence

Protected Characteristic: Age

Evidence: From the ONS study on internet use and access showed that in 2018, 8.4% of adults had never used the internet. Of these, nearly half were aged 75 and over. Also, 99% of adults aged 16 to 34 years were recent internet users in 2018, compared with 44% of adults aged 75 years and over (Office for National Statistics (ONS) Digital Divide UK 2019 report).

NatureScot’s workforce is representative of the ageing population of Scotland, 63% of our workforce is over 45. There has been a continuous increasing trend of employees aged between 55-64 years old. Evidence from NatureScot’s People Survey demonstrates that longer serving employees struggle more with change management and processes and tools.  We will need to consider how we can support older people. This links into our refreshed equality outcome ‘We have an age inclusive culture that supports and values everyone’ (Equality Report 2019).

Gaps & Action taken: This evidence will be considered when implementing the NatureScot brand and explored with the Change Partner Network. Which will focus on how older people can be supported to manage change and make more effective use of digital technology in accessing the services NatureScot provides. The NatureScot brand and our new logo will be recognisable to all. Information and services will be made accessible to all audiences whether that be through technology or by other means such as signage at NNR sites, NatureScot offices or future publications.

The policy will better enable use of different platforms to include different demographics.

Protected Characteristic: Disability

Evidence: Evidence from the ONS study on internet use and access showed that 20% of disabled adults had never used the internet in 2018 (Office for National Statistics (ONS) Digital Divide UK 2019 report). NatureScot is committed to increasing access to our services for people with disabilities and will ensure that the solutions implemented as part of the NatureScot Brand and its policies are accessible for everyone.

Almost 1 in 29 people in Scotland have a visual impairment (ENEI).

Gaps and action taken: Consideration of improvements to be made for inclusive communications and accessibility to be considered separately and explored with NatureScots Disability network.

• Brand colours used should be accessible for people with visual impairments.
• When using brand colours together avoid colours with low contrast.
• When using images and infographics ensure that alternative (alt) text is used. 

This evidence will be considered when implementing the policy to focus on how people with disabilities can be supported to make use of digital technology or other means. For example subtitles or BSL translation on film clips and scope for audio descriptions of film clips, or scope for documents to be read out verbally, or be translated easily into braille etc.

Stage 3. The significance of the potential impacts

Protected characteristic: Age

Impacts: Positive & negative/Low impact.  Some older people may require more support in to access our services digitally and adapt to changes in branding. The policy will better enable use of different platforms to include different demographics

Protected characteristic: Disability

Impacts: Positive & negative/Low impact.  Some visual impairments find certain colours inaccessible. We will follow best practice in terms of colour contrast and when using images and infographics ensure that alt text is used. 

Stage 4. Action needed to fulfil the needs of the general equality duty

The brand guidelines have been designed and written in a way that are fully inclusive. Since the NatureScot branding guidelines have been introduced, the relevant action has been taken to make the guidelines fully accessible, thus extending our reach both internally and externally, and further ensuring that all groups under the Equality Duty have been considered. Through the use of the NatureScot brand in delivering our services and through the provision of information, there is significant potential to promote equality and inclusion.

There is no evidence to suggest that the branding guidelines will have an adverse impact on particular equality groups; however, in order to maintain this position, it is recommended that the brand guidelines are kept under review and amendments are made as and when required. In addition, and considered by the branding Programme Board, the recommended for any refresh of the NatureScot brand or future branding exercises should consider at the earliest opportunity consultation with minority groups, the public or key stakeholders to further ensure that we are fully inclusive as a public sector organisation.

Needs of general equality Duty and Mitigating or positive actions needed, recommended or planned

1. Eliminate unlawful discrimination, victimisation or harassment: There is no evidence to indicate that the NatureScot brand guidelines will:

• result in less favourable treatment for particular groups;
• give rise to indirect discrimination;
• give rise to unlawful harassment or victimisation;
• lead to discrimination arising from disability.
   

2. Advancing equality of opportunity: The NatureScot brand guidelines will provide clarity of our brand, consistency in the use of our NatureScot logo, and will become a strong identity, which will be easily recognisable by everyone. The NatureScot branding guidelines have been assessed against the accessibility regulations and concluded that our logo and new font Calibri 12pt. meet the compliance standards as set out in the regulations.
   
   As part of the accessibility checks, adjustments have been made to the colour contrast ratio to improve the overall accessibility of the guidelines and our NatureScot logo. In addition, NatureScot have included guidance on accessibility in the NatureScot brand guidelines.
    
3. Fostering good relations: Accessibility will be considered in all aspects of the NatureScot brand going forward, this will support our workforce, the public and our key stakeholders.

Stage 5. Taking account of the results of the assessment

Option selected: Adjust the policy.

Justification: The NatureScot brand guidelines defines the principles for using the NatureScot brand covering the key aspects of the business needs both internal and external.  Since the inception of the accessibility regulations 2018, the brand guidelines have been brought in line with the accessibility needs of our workforce, public and key stakeholders and the relevant adjustments have been made in order to make the brand guidelines fully accessible.   In addition, the NatureScot brand guidelines are a standalone document; however, as the project progresses, any new policies, procedures or systems should be subject to their own Equality Impact Assessment.

Stage 6. Summary of agreed actions resulting from your assessment

What action, by whom, will be undertaken as a result of the impact assessment. 

1. Action: Ensure EQIA undertaken for individual NatureScot branding projects (e.g.NNRs)  
   Person responsible: All staff 
   Timescale: As necessary
    
2. Action: Narrative can be easily translated into another language to ensure accessibility for people whose first language is not English 
   Person responsible: Project Manager          
   Timescale: As necessary
    
3. Action: Colour contrast amendment to the NatureScot brand guidelines in accordance with the accessibility regulations 2018         
   Person responsible: Alison McQuaker 
   Timescale: Complete
    
4. Action: Assess the NatureScot logo in accordance with the accessibility regulations 
   Person responsible: Shelley Rennie/ Alison McQuaker
   Timescale: Complete
    
5. Action: New font introduced as a result of the new brand guidelines Calibri 12pt. Assessment undertaken to ensure that this is accessible to everyone
   Person responsible: Shelley Rennie/ Alison McQuaker
   Timescale: Complete
    
6. Action: Continue to engage effectively with all communities, particular those suffering from a permanent, temporary or situational disability
   Person responsible: Jason Ormiston
   Timescale: As necessary
    
7. Action: Consultation with minority groups to be undertaken in any future rebrand or refresh of the current organisational brand. This will be considered as part of the evaluation of the impact of the NatureScot brand
   Person responsible: Jason Ormiston
   Timescale: As necessary
    
8. Action: Public research to be conducted in relation to any future rebrand or brand refresh activities. This will be considered as part of the evaluation of the impact of the NatureScot brand
   Person responsible: Jason Ormiston
   Timescale: As necessary

Stage 7. Monitoring implementation and review

Review Date:  1 April 2021
Person Responsible:  Shelley Rennie

Stage 8. Procurement

Award criteria at tender stage: N/A
How will you evaluate award criteria: N/A 
Contract performance criteria: N/A

Stage 9. Authorisation

Please confirm that this Equality Impact Assessment has informed the development of this policy and opportunities to promote equality in respect of age, disability, sex, pregnancy and maternity, gender reassignment, sexual orientation, race and religion or belief have been considered:  Yes  

I am satisfied with the equality impact assessment that has been undertaken for NatureScot Brand Guidelines and give my authorisation for the results of this assessment to be published on the NatureScot website.

Name: Jason Ormiston
Position: Head of External Affairs
Authorisation: Date: 4 March 2021