Flexible identities are a necessity – they need to be easy to apply to a wide variety of print and screen situations; logos need to sit comfortably with others when partnering other brands, and they should be easy to adapt to reflect developments in your offer. There are just a couple of things to bear in mind to get an identity that grows with you.
First, list the different applications where your identity will be used, and put that in your design brief. And – as far as possible – indicate any future developments.
Then choose designers who have designed flexible identities that you like.
UP Projects commissioned us to design the identity for their Secret Garden Project which began in 2010. Three years later, the project is about to expand to South East London in the borough of Lewisham. The logo needed to adapt, and it was simple to add another line to the bottom of the logo, and use the existing typography and colour to signify the relationship between the project and Lewisham.
The logo needs to exist on screen in a banner format, as well as in print. Using a simple typography-led logo makes the change in format quick to execute.
And the tiny insects and plants around the logo are easy to dot around any design to add more character to the communication when called for, but equally can be left out when not required.
tags: banner • design brief • Flexible identity • Lewisham • logos • partnering brands • Secret Garden Project • typography
