My dear friend George approached me towards the end of 2017 about a project he was volunteering with, as Chair of The Cambridge Commons (TCC).
They’re a local chapter of The Equality Trust who have loose groups across the UK and internationally. Developed from the success of The Spirit Level by Kate Pickett and Richard Wilkinson, they fight wealth and social inequality, for the betterment of us all.
With a default blog template and no real brand to speak of, The Cambridge Commons was starting from a blank slate. However, from an initial questionnaire and meetings with George, I began to pull together the groups aims and shape how that could be represented visually.
The result is a powerful and dynamic logo and icon, using electric green as the representation of change and equality, two key pillars of the brand.
The brand uses Adobe Typekit font Korolev, primarily in the Heavy weight, hinting at the history of protest signs, but with enough variation in other weights to convey progressiveness.
Imagery uses local people and locations, projecting the friendly volunteers and the positive direction of TCC – the change they want to see. They are either full colour or treated with a palette colour wash.
The website is still in production and uses large bold copy with colour blocks to reinforce the brand.