Action man Isaac's first action ? Change the branding. Too much colour in the first one. We want something serious. Something with a whiff of hazchem. Something you might see on the back of a reversing pantechnicon, just before it runs you over.
Previously, the message clearly looked like something you could paint on the cubes that littered the Playschool set.
Today's job for Isaac and his iPad: Gov.uk's take on the message.
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