Before Christmas I was given an exciting project to work on for our local charity partner ‘Voluntary Action Within Kent’ (VAWK).
VAWK is a county wide charity, whose mission is to promote, develop and facilitate social action, supporting independence and empowering communities. VAWK runs a diverse range of projects supporting children and young people with disabilities, young carers, youth volunteering, older people and those who are socially isolated. They also provide advice and support for voluntary and community organisations across West Kent.
It was a great opportunity to get stuck into the world of commercial graphic design for a charity that does so much good work on a large scale.
The brief was to create an updated logo to celebrate the charities 50thAnniversary for 2014 to put both on web and print.
The existing VAWK bracket identity is very strong, so it was important to consider this when approaching the design project. Anchoring each concept firmly gave a sense of gravity to our designs. It was important from the off that we had a strong rationale for the design concepts we produced.
1964 was when the charity officially became what it is today, therefore the 60’s was the decade of the design inspiration. This was explored through using retro typography as the main basis to the concepts.
We also had to take into consideration the existing typography that VAWK use, which was largely Helvetica, so that the introduction of a new logo would not be too unfamiliar to existing stakeholders, visitors and volunteers.
'We also had to take into consideration the existing typography that VAWK use, so that the introduction of a new logo would not be too unfamiliar to existing stakeholders'
Producing the logos was a challenge, but one that was very rewarding. When we presented the work it was lovely to receive feedback from VAWK so positively. Especially as the presentation process can be quite daunting!
We presented 3 varied concepts to VAWK, two of which are shown below. VAWK chose two of our concepts, which was absolutely fantastic, as we only expected them to choose just the one!
The first concept they chose was the simplest design which uses an elegant, slightly regal bracket than their current design. Using the same main typeface of Helvetica, we chose to accompany it with ‘Novecento wide’ a really attractive typeface, which fitted really nicely for the slightly retro, yet elegant aesthetic we were after. We used a golf leaf texture within the bracket as a symbol of a golden anniversary.
The second concept that was chosen took inspiration from a badge, almost like a mark of achievement that the charity had made it to their fiftieth year. Again we used the gold leaf texture, to contrast against the white, with subtle shadow to give depth. The typography choices here are a mixture of modern and retro, using Helvetica ’53 extended, Helvetica regular, and Novecento Wide Demibold.
After the presentation and discussion we worked with VAWK to tweak the design concepts to their needs. We are proud to see the logos are now being used on the main VAWK website, and across their marketing documents.
After working at Yoyo for 5 months now, it is so nice to look back at projects that I’ve worked on out in the public domain.
Here’s to the next project!
This blog post was originally written by myself for Yoyo Design, the original content can be found here.