Government unveils new workplace pension brand

Nest: unveils new branding
Nest: unveils new branding

LONDON - The Personal Accounts Delivery Authority (Pada), the non-departmental public body reporting to the Department for Work and Pensions, has announced the branding for a new national workplace pension scheme.

Under the Pensions Act 2008, from 2012 employers will be required to place all eligible workers onto a workplace pension programme.

National Employment Savings Trust (Nest) will be introduced as part of Government reforms aiming to encourage an estimated seven million low-paid workers, earning from £5,000-£33,000 per annum, to begin saving through a workplace pension.

Nest, which will be run by the Nest Corporation, a not-for-profit trustee organisation, will be soft-launched in 2011. A full roll-out will follow in 2012.

The branding, created by agency 23red, features the Nest acronym in an orange egg motif.

Tim Jones, Pada chief executive, said: "We need a brand which will resonate with the scheme's potential members. With Nest we believe we will achieve that."

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