Case Study:

The Graphic Realization of a Brand Strategy

Disability Rights Legal Center Identity Update

Objectives

Create consistent and recognizable images for DRLC and its programs.
Update the look and feel to progressive and inviting images.
Present the new DRLC logo as an evolution of the previous one, not a wholesale departure.
Connect the individual program logos to the whole organization and its logo.

Criteria

The logos must connect DRLC to its supporters and users in a friendly and approachable manner.
The designs must be visually accessible for the disabled while being an integral part of the organization’s new overall branding.
The designs must be adaptable, extendable, clean and scaleable for multiples uses: website, letterhead, business cards, brochures, posters, ads, etc.
The logos must be timeless, credible and distinctive while allowing for future changes to the mission and programs.

Branding Elements

Create a family of graphic elements – symbols, fonts and layout.
Identify a color palette that works for the visually impaired, evolves from the past into the present and evokes a feeling of comfort and security consistent with the mission.
Develop and design program names and acronyms that fit into a family and work together or apart.
Review effectiveness, distinction and impact, and successful completion of criteria.

Starting Point

DRLC old logo