Maintaining a consistent brand identity across multiple audience types is key to creating a positive brand image.

Hart Council wanted to refresh their existing brand identity, communicate both internally and externally through the creation of clear and accessible guidelines, and produce additional assets and templates.

Hart Council wanted its identity to be communicated in a positive and proactive way, celebrating its successes, and showcasing its brand consistently across several different applications. A large part of their visual identity is shown alongside their local partners, so it was important to complete a brand audit of all existing applications to ensure that we captured all brand elements and touchpoints as part of our brand development.

Hart Council wanted to subtly tweak their logo to make it more accessible and visually more defined across digital applications. We identified subtle improvements to the logo, by applying an exclusion zone and defining application principles when used across their multiple assets. We evolved and refined the council’s brand identity elements to ensure that it represented their brand strategy and vision. We created a new secondary colour palette, graphic devices and visual style for a number of applications, ensuring they are visually accessible for Hart Council’s vast breadth of audiences. We wanted to ensure the council’s communication assets were clear and concise, therefore content hierarchy and layout was a key focus.

We went on to create PDF guidelines to capture the refreshed brand identity, including new templates, icons, and imagery. A large part of the brief was to ensure the guidelines are accessible to all due to the council’s diverse audiences. This influenced the design of the guidelines from the readability across the assets, to the interactivity in the document. The guidelines successfully launched in June. 

We’ve continued to support the Council with the development of a signage strategy for their Green Grid. We look forward to telling you more about this great project when it launches later this year.

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