The context for the project
My project would consist of
creating a corporate identity for Abercrombie Housing Association, using maximum
3 colours. It would provide a fresh image of the association and raise their
profile. In addition, the project requires a branded item for a promotional or
fund-raising activity that would help them continue to offer service-users the
highest standards of support and facilities.
As the target market is wide, it
is essential to find the right style for the logo and the whole corporate
identity. I would go for a decent, sophisticated but simple style, trying to
avoid any clichés using houses, human figures or hands. The stationery would
have the same colours as the logo, but probably printed on colour paper. As for
the website, it should be simple and visible, easy to navigate on. All primary
navigation pages will be designed and presented as final visuals. The branded
item for a promotional activity should be something creative and useful that reflects
the ethos of the company.
A very important point is that AHA does not wish their
charitable activities to suggest that their clients are needy or helpless. It
is essential that the corporate identity suggests that they stress their ethos
of personal independence and participation in the community. This could be
obtained by using such imagery, colours or having a tagine alongside the logo.
A typographic solution for the logo should be the primary choice.
The promotion would be aimed at potential service-users,
their families and professionals. It would also have a fund-raising part. The
promotional item would be a key ring, having the company’s logo on it that
would be given as a gift to any enquirer. It would also suggest the services of
the association: providing accommodation.
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