LCIH

Brand Identity Design & Application | Student Work 2024

This rebrand project included choosing an existing non-profit organization and entirely redesigning their brand in a way that better represented the organization. The chosen organization was Lanark County Interval House, an organization that supports survivors of domestic violence and helps to empower and educate the community.

ORIGINAL LOGO

MY SOLUTION

BRAND APPLICATIONS |

BRAND APPLICATIONS |

The second part of this project was to apply the new brand identity to a stationery set, one digital application, and one or two additional applications. The  brand personality was to be demonstrated throughout all applications. The chosen digital application was a social media page, and the chosen additional applications were uniforms/comfort wear, handouts for events, and a website.

RESPONSIVE WEBSITE

COMFORT WEAR

SOCIAL MEDIA PAGE

HATS

STICKERS

RATIONALE

BACKGROUND

Lanark County Interval House is an organization which has dedicated its cause to helping survivors of domestic violence, and providing shelter for women and children who have escaped these situations. The organization was founded in 1979 by a group of feminists who saw the need in Lanark County for a safe place for women experiencing violence at home and in their relationships. An organization like this is so needed in a rural area like Lanark County.

BRAND VALUES

The brand values I formed for this organization (for the purposes of this project) were strength, safety, community, welcoming, empowerement, trustworthiness and femininity. These values are all important for an interval house because of who the clients are , what they have overcome, and the strength these survivors have. Values like empowerment and trust also appeal to stakeholders, donors, and employees.

TARGET AUDIENCE

This logo will appeal primarily to donors, which includes individuals, businesses, service organizations, and charitable foundations. It will be viewed publically by participants, volunteers and supporters/funders. The logo’s appeal must encompass all ages, lifestyle, culture and interests within the context of the organization. It will also be displayed on uniforms, so it should appeal to the organization's team and staff. The target audience will also include clients of the Interval House, so it should appeal to them as well.

SYMBOL

The symbol of this logo is a phoenix. The symbol has multiple rationales; primarily, the phoenix (also referred to as a fire bird) is often associated with "rising from the ashes" or new beginnings, which is a crucial message for this organization, with clients who are overcoming domestic violence situations. The wings on this phoenix were also drawn to represent open arms, embracing and welcoming those seeking shelter, as well as volunteers.

LOGOTYPES

The logo type is a simple but elegant sans serif, Gill Sans. It is easy to read at many sizes, which is crucial for a logo. It also has many different weights that could be used in applications, and is incredibly versatile. A sans serif was used because it fits nicely with the sans serif typeface “Josefin Sans” used as the corporate typeface during the applications phase of this brand redesign project.

COLOURS

The colours used are pink and orange, and are both pantone colours (coated), as per the project specifications. The pink is Pantone 1925C, a bright warm pink, that is strong but still feminine, and the orange is Pantone 1565C, a fiery but not overpowering orange. These colours were chosen to continue following the story outlined by the brand values, and embrace strong, feminine empowerment.

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Conference Campaign