Project Specifications: Brand Identity
The challenge was to provide a whole branding package for an lgbtiq+ organisational. Drachma, a non-profit organisation, needed a new identity, and two other brands were involved. Drachma wanted a modern, minimalist symbol to go along with their word mark.
To represent the brand's values and tone of voice, a minimalism symbol was created. This icon depicts a growing petal, which represents personal growth. In a person's life, he or she goes through several stages. Accepting one's true self is a skill that must be learned. They will be proud of themselves once they accept who they truly are. It represents an individual's growth and change, making them proud and confident in who they truly are. By changing the word mark and the colors, the sub brands was born. The color was chosen to establish a connection between the two brands. For dyslexic audiences and to be legible / functional, the character "a" was designed without serifs.
The end result met the client's expectations for how they wanted the organisation to appear. The sub brands were well integrated into the overall brand system. The design language quickly brought attention, and the merchandise quickly increased profits. As they became more confident and proud of who they truly are, the audience reflected positively on the brand. The slogan was created using three simple sentences that are both simple and impact-full and fit well with the brand's values and characteristics.