In its newly unveiled brand identity, the company attempts to tread the fine line between heritage and modernity, retaining its signature purple hue but introducing a redrawn wordmark, new iconography and a fresh approach to typography.
dn&co delved into Pier 70’s industrial past to create the new identity, which references the 50-foot steel frame that’s been turned into a new gateway for the area. The architecture also informs a series of linear patterns that cut through posters and adverts. According to the studio, the tagline, Made of San Francisco, is an effort to root the area in the heart of the community, after dn&co interviewed locals and found that many feel the city is losing its soul.
Brand colours reference the story of the pier as well as its surroundings, using bright orange, blue and pink alongside greys and browns that nod to Pier 70’s history. It takes Druk as its display typeface, using its solid letterforms as another reference to the area’s industrial heritage.
Founded in 1934 in response to police attempts to stop peaceful protests during the Hunger Marches. While Liberty’s values have remained the same throughout its history, its branding had become dated over the years, and the organisation brought in design studio North to reimagine its visual identity for today’s landscape.
The double L and I character in the new logotype is intended to be a “rallying cry” to its membership base, says North, adding: “Our civil rights are dependent on the effort of individuals, and so challenge us to be responsible. The special L and I character expresses the dichotomy between the organisation and the individual.”
Bureau Grot was chosen as the main font family for its “bold” appearance and “approachable quality”, says North, while the core colour palette eschews politically charged colours such as red and blue for green, and was inspired by the coloured hankerchiefs of the Argentinian women’s rights and pro-choice movement Pañuelazo.
The studio also worked on a brand campagin to go with the visual identity, which uses the logotype to highlight some of the key cases Liberty has worked on over the years, which have ranged from fighting fascism to exposing the dark side of mass surveillance.
Jessica Walsh and her team created a colourful visual identity for the women’s community app, eschewing the singular ‘girl boss’ stereotype often associated with feminist brands.
&Walsh, Jessica Walsh’s recently formed agency, was commissioned to work on the branding, strategy and merch for SuperShe. It’s a fitting project for the designer given that &Walsh is one of the 0.1% of design agencies founded, owned and run solely by women.
“When looking at other women’s communities, we realised that many of them were overly prescribing the way women in that community ‘should be’. Be a girl boss, travel the world and wear your nightly face masks.
The agency developed a custom brush font which aims to be “loud and confident” but also “friendly and fun”, according to Walsh, and is paired with secondary fonts Panamera and Bureau Grot.
In the space of a week, Johnson Banks delivered the branding for the new educational platform, which uses an acorn as a metaphor for how learning works.
Teaching has taken a surprising turn amid the coronavirus pandemic. Juggling kids, work and home-schooling is a new reality for many families around the country, while teachers are having to adapt lesson plans and structures to keep children educated remotely.
In response to these new circumstances, a group of teachers and educators formed Oak National Academy, a free ‘online classroom’ and resource bank designed to support teachers and help create lesson plans. Given the pressing nature of the situation, Oak National Academy needed a quick turnaround – a week, in fact – and enlisted design studio Johnson Banks to get the brand up and running.Johnson Banks pulled together a team of designers, coders, animators, writers and illustrators, who collaborated across the brand identity, helpful icons, lesson plan templates, and the website at the heart of it all. The brand logo – a floating acorn – draws on oak iconography, which is subtly reinforced by woody tones of rich green and dark violet used across the plaform.
The website design is clean and simplistic, allowing the team to fully realise the project in such a short amount of time. However, the visual design of the platform also makes it straightforward and unintimidating for the vast number of users already recorded – 23,000 lessons were started on the day of the launch, and the website attracted over 200,000 unique visitors within its first few hours.
“We’ve done small identity projects fast before – but creating a nationwide brand across multiple channels, in a week? Very, very testing,” says Michael Johnson, creative director at Johnson Banks. “But very rewarding to do something which is already proving so useful to thousands of teachers, parents and families.”