For this project we worked with Sarah to design a new logo and branding style as part of her journey to transform, hand-in-hand with her management team, her adult social and support provider, The Grange (2016) Ltd.
Through a mutual connection with another customer of ours, Sarah reached out to see if we could develop The Grange a new logo which reflected the values of the company, the journey they were going through and what they stood for.
Sarah also wanted her logo to give a feeling of a bigger organisation, but still reflect their small business and friendly and inviting approach; whilst also being unique and professional. It also needed to be ‘flowing’ to represent the life journey that people who use her services go through, and for whom The Grange seeks to make a positive difference.
Read through our approach below to see how we worked with Sarah to firstly scope the design, hone down on a design, engage her customers, and then roll the logo out.
Understanding The Grange
We make it a priority to meet the people we are working with. We believe that face-to-face greetings and conversations build a stronger bond and relationship – key elements of our approach.
So, shortly after connecting with Sarah, we travelled down through the glorious Kent countryside to meet with her and her management team so that we can get a feel for The Grange, for Sarah, for the team, and for the wider WHY of The Grange.
Is was obvious from the beginning of the conversation that Sarah and her team knew what they wanted – which for us is always a bonus.
They were able to communicate clearly that they wanted a logo which:
- represented the environment of the setting, but which wasn’t constrained by it
- built on the history of the company, but which represented the journey the new management team were going through
- would stand the test of time
- gave a feeling of a bigger organisation whilst being a small business and showed their friendly and inviting approach
- ‘flowed’ to represent the life journey that people who use their services go through
And they were clear about what the logo design should include:
- it should be a mix of an icon with text
- include pink (blossom pink to be precise) and greens
The logo also needed to be relevant for the services currently provided by The Grange (three homes for adults with learning disabilities) and for the company as it grew and expanded to provide greater support across their local community.
It was obvious early in the project that they knew what they wanted – they just wanted us to craft something to reflect this.
To kickoff this project, we began by taking our time to look at their existing branding. We wanted to understand the existing user experience of The Grange.
What we found was an almost non-existent brand. There was no clear message that said “this is The Grange – this is our brand, this is us”.
The logo that we did find was dated, not digitally friendly, and was not inviting or rememberable:
The first thing that we started with was a colour scheme. This would direct the rest of the branding scheme and ‘brand voice’.
As explained above, Sarah and her team knew what colours they wanted – pinks and greens.
The pinks were to represent the cherry blossom trees that The Grange building is historically famous for. You can read more about that on Naoke Abe’s website.
During the discussions we tested lots of different variations.
We started with the pastel shades from their initial request. From there we tried and tested more ‘neon’ style colours, one of which was inspired by a drink that Sarah was consuming whilst doing this activity:
(In case you were wondering what this was – as we were – it was beetroot and apple)
We ended up with the following three colours which formed the base of the logo design, two primary colours and an abstract colour to provide emphasis where needed –
After we identified the colour scheme and the font scheme, we looked at how we could bring those together into a logo design that balanced what Sarah and her team wanted with our own flair and creativity.
We come up with a number of concept ideas to give Sarah and her team some food for thought –
Some of these were liked by them, and some went straight into the bin. But they served their purpose, they helped us focus on what they like and what they dislike.
There was one design that Sarah and her team liked so we worked a bit more on that – and Sarah and her team thought about it more too, and even got sketching ideas themselves!
The circles and three words (Enriched, Fulfilled, Happy) symbolised their new vision for the company.
Once we had a design that we both liked, we worked on refining it. We learnt that the three words should be dropped from the logo as they become difficult to read when used as a small logo, but we kept the three rings. The three rings moved slightly to overlap in the trunk of the tree and the branches swopped over the circles. Again this is symbolic of the support and approach from Sarah and her team.
But we didn’t lose the three words – they were kept for later in the project…more later.
Once we had a brand colour scheme and logo concept, we started to consider what font scheme would suit the ‘brand voice’ that Sarah and her team wanted.
We wanted something the ‘flowed’; which looked human; but which also looked professional.
We shortlisted a handful of font schemes, some formal, some informal. Some Serif, some Sans Serif and some Script. We mixed up some more corporate sales along with some friendly, hand written styles to give Sarah and her team something to think about and make a decision on:
After much deliberating, feedback and user testing, we settled on the following font scheme –
We then designed the logo with a set of different colours which Sarah and her team then asked their users to vote on:
The final logo
This is the end product:
These were all then provided to Sarah and her team a in a number of formats – png, jpeg, svg and eps – and, as per our approach, the logo is theirs to own forever.
We then worked with Sarah to create a letterhead based on the new logo design and ‘brand voice’.
We kept the three circles and brought the three words back (Enriched, Fulfilled, Happy) into the footer. We based these around the two primary colours of the logo.
This is the end product:
We then provided this in three formats:
- PDF for professional printing using RGB colours
- PDF for professional printing using CMYK colours
- A Word version which they could type in
Social media images
Using our work on the logo, ‘brand voice’ and letterhead, we used the letterhead style to create a number of social media headings for Facebook, Twitter and LinkedIn – see below:
OUR WORK IN ACTION
You can view some of our work at