Brand Concept
Challenge
Pilot were recommended by the local Council (that we had created a number of projects for) to create concepts for a redesign of Northampton’s corporate identity. Their brief required a clearer, simpler visual identity, which we interpreted into 4 key requirements –
• Who are Northampton Town Council and what are they here for?
• What colour or colours remind you of Northampton?
• What does Northampton mean to you?
• Which places and events do you think are important to Northampton?
Solution
Pilot’s creative proposal was designed to embrace Northampton’s heritage, to communicate change and to create a confident and meaningful set of design assets that would help promote Northampton as a great place to work, visit, study, invest and live in. To embrace Northampton’s heritage our colour palette used primary and secondary colours from the Guildhall, as well as influences from 78 Derngate and the revamped Northampton Museums and Art Gallery. The connection with the Council Offices being in the Guildhall is deliberate. To create a clearer, simpler visual identity our logo concepts were influenced by the architecture and colours from the iconic Guildhall. The serif typeface captured the heritage of the town, while the town council lettering is more contemporary and forward looking. There’s also the possibility to use the logo icon as a graphic pattern. It’s designed to work in any size in any media. To communicate change, we created the strapline ‘Change for good’, this is the most important part – particularly relating to recent Council history and what it’s going to do for the future. A simple but strong message with a dual meaning – it communicated change and for the right reasons.
Result
It was a good example of how we work - we analysed their initial requirements, turned this into a key requirements brief, addressed how each requirement would look, and what it would say. This enabled the Council to have a better understanding of what was really required and could help them progress to the next stage when they were ready. It demonstrated our combined creativity and willingness to accept a challenge.
This concept document enabled the Council to have a better understanding of what was required and helped them progress to the next stage
