Late last year, I was asked by Joanne Brohman at Therapeutic Recreation Ontario to re-design their logo. They had been working with a web design company called i4 to update their site and wanted to bring their logo in up to date as well.
I was excited by the project because I had been in discussions with Joanne and TRO for some time about a redesign and I could finally get to work.
Looking at their old logo – I liked the idea of using the trillium – which helped symbolize where TRO operates but the logo itself provided no clues as to what TRO does and who it helps. The type face and colour were quite dated as well.
The hardest part for me, as it is with most logos, is – how do I represent “visually” what an organization does? It doesn’t need to be literal, or – what I like to call – ’smash you over the head’ obvious – but it needs to provide some clues to the viewer.
I believe this is probably more important in the charity sector then the commercial sector.
My one concern was I was moving forward without a written creative brief from the client but after some back and forth emails, it was time to proceed.
So – where to begin? Research. I spent time understanding who TRO helps, how they help them and trying to find some visual ideas that I could use to communicate that. I then brainstormed on paper – words and visual ideas.
With most logos, when I finally sit down at my computer, I start looking at fonts/typefaces. All fonts communicate. Some are funny, feminine, angry, powerful, delicate, historical, etc. I wanted: Contemporary, slightly playful, soft edges (more feminine) and sans serif. If I could find a font that communicated those things for me – then I was in good shape when it came to the rest of the logo. I then find fonts that I think will fit the bill and typeset the name of the organization and see what works with the name and what doesn’t.
The next step for me is to chose a few of the samples that seem to be working for me and start to add some of my visual clues in. I liked the idea of the trillium and I wanted to give TRO a possible solution that kept that but I also wanted to explore another avenue. I wanted to use hands as well – I felt that hands could represent a lot of different things: healing, togetherness, community… So after trying a number of options, I presented these three logo concepts to the TRO:
After some review, the Joanne wanted to add the tag line as well before she took it to her board.
I always design logo concepts in black and white. Again, because every element can add or detract from another – colour is usually the biggest distraction. If I can get a logo working in black and white, then it should really shine once I start adding colour onto it. As well, with charities, so often we are designing with 1 colour or 2 colours so the black really needs to work.
So after board review, it was felt that we were off the mark. The hands weren’t working for them. I believe the feeling was that it didn’t address the “recreation” aspect of TRO. So – back to the drawing board.
The lesson here is the importance of a clear creative brief – which should be kept brief (more on that another time). A well written creative brief that both parties sign off on keeps the focus on the end product.
I went back to their site and some of the other Therapeutic Recreation sites that exist. What I failed to realize the first time through was it was ‘therapy through recreation’. That was key. Once I got my head around that – both the client and I agreed to move forward with that creative direction – I came up with these:
The ball easily covered the recreation aspect and I loved how it gave the logo some life and movement. I do believe the feedback was unanimous. The first option just had everything going for it and wasn’t too quirky or fussy. Now if I could just find a way to fit in that trillium…
Above is the final logo and below, intergrated within the new web page that created by i4:
The new site and logo are to go live sometime this year and I think that TRO now has a more up-to-date and contemporary identity.
More or less of this sort of thing? Any other comments? Please let me know!
John
