Michael Gove has announced himself as Education Secretary by binning Labour's rebranding of the department.

The Department for Children, Schools and Families (DCSF) is now known as simply the Department for Education. The DCSF's rainbow logo has also disappeared from the department's website and Westminster headquarters.

The previous rebrand was undertaken by Labour in 2007 and is thought to have cost several thousand pounds. Gove’s rebrand is the department’s fifth rebrand since 1992.

Branding experts have been quick to question the costs of the move. Gideon Wilkinson, managing director of brand implementation firm Endpoint, believes such rebranding can be costly, especially if poorly planned. “In our experience for every pound spent on strategy, design and visual identity (see above), the implementation can cost 5 to 15 times that amount,” he said. “This covers website updates, stationery and other printed materials, physical costs for signage and vehicle graphics, sponsorship and events materials, advertising etc.

“As the time of austerity approaches, it may be wise for the government to adopt a monolithic approach to the branding of its departments. This will save millions as the new cabinet members seek to stamp their authority on each department by going through a rebrand.”

Although the responsibilities of the Department of Education are said to be unchanged, Gove has told his staff via an internal e-mail he wants to "refocus" the department "on its core purpose of supporting teaching and learning".

There has been speculation about other government departments being rebranded and reorganised by the new coalition government.

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