ABOUT

The Children’s Commissioner and her team work with and on behalf of all children in England to dramatically improve their lives. She has responsibility in law for promoting and protecting their rights and acting in their best interests.

I was approached by the Children's Commissioner's Office to enhance recognition and understanding of their work in order to increase their impact and reach. A brand refresh was required and more importantly a fresh new visual identity system needed to be created to give the office more of a distinctive identity and allow them to communicate confidently and effectively to their broad range of audiences.

The existing Children’s Commissioner identity was created inhouse and unfortunately has several inherent and deep routed issues - mainly focussed around legibility and ownability. The essence of this brand project was based solely around evolution, not revolution. The initial stage of the project involved taking a closer look at the current identity and dissecting what wasn't working. This process provided thoughts and ideas from which to develop the brand identity moving forwards.

The final logo features a distinctive child symbol set within a custom drawn typographic word mark. The result is friendly, approachable and open. A dynamic colour flow is used within the letterforms to add a sense of movement and direction. The evolved logo resolves the issues of the previous identity and is modern, distinctive and dynamic - creating a stronger identity for the Children’s Commission’s office to utilise moving forwards whilst retaining strong links back to its heritage. The single colour version of the logo can work on any coloured background - the concept and feel of the logo is retained whilst allowing much more opportunity in application.

The look and feel is brought alive with the use of a series of 3D graphic icons that can be used to communicate tricky or sensitive subjects in a more abstract and graphic way. Working alongside the other elements of the brand such as the colour palette and typography they form a vital aspect of the brand identity and add a fresh, energetic and contemporary edge to all applications.