To develop a contemporary and flexible brand identity to replace a dark duotone colour palette coupled with, at times, ominous photography which was not reflective of their dynamic attitude and life-changing services.
The three dimensional detailing in their previous logo was difficult to use at small sizes and on digital applications. We needed to modernise the logo, to make it more graphic, more flexible for digital and print use, large and small.
And finally, to create a suite of targeted literature, communicating with tenants in newsletters, raising funds with potential donors in promotional marketing, raising their profile with government ministers and other stakeholders.
Following a Brand Amplification workshop, where we explored the senior leadership team’s vision for the brand, personality and positioning, we designed a brand identity that reflected the positive impact of their work – rather than focussing on the sometimes negative imagery of the need for help and support.
We selected the typeface ‘Transport’ for the primary wordmark and headline. This typeface was originally designed by Margaret Calvert – one of the leading women in design (who created it in the late 1950s for use on British motorway signs – where legibility was paramount – still in use today). We paired this font with a bold and expressive typeface showing empowerment and confidence.