Creating a branding identity for a real company is new to me. It required communication and mutual understanding about what the client wanted. I made sure the colors were reminiscent of the old logo, as well as the symbolism. Something the client wanted. The arrow of the old logo appears in the new, though it is modernized and simplified. Same with the colors. This way things could be seen as moving onward from something that once was.
SORT
1984 saw Athens-Hocking Recycling Center become the first curbside recycling program in Ohio. Today they recycle over 11 million pounds of recycling material a year. Currently, they are undergoing a rebrand as they shift out of a non-profit ogranization in Athens County to a merger of a government council that will address waste management in Athens, Logan, Amesville, and Nelsonville.
Southeast Ohio Recycling Terminal(SORT) is the new name for the company and we worked worked with them to ensure that their vision for a logo and color scheme was created to serve as a foundation for the shift in branding identity.
Task
Logo, Color Palette, Typography
The most significant challenge for this project was creating a brand that was representative of the “governmental” rebrand they were looking for while still maintaining a level of sincerity a local business like SORT is.
The rebrand required all new typography, color, and logos which allowed me to mix and match the three to zero in on that serious feel of a government institution while still providing a local idenity. The logo and typography are very straightforward and simple, but the color implementation is contemporary and fun. By separating the two almost opposing ideas of the company, I was able to make a cohesive brand that when all elements combined, carried the identity of SORT properly.
By relying heavily on the color they are free to lean into their important role as a local recycling terminal, but in neutralizing the color they can freely express the serious nature of government in the brand. A balanced combination of the two can then be utilized when the whole scope of SORT needs to be communicated.
| Primary #2F2F7E |
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|
| R 47 G 47 B 126 |
Red
| Primary #71BF44 |
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| R 113 G 191 B 68 |
Bright Green
| Primary #FEEA06 |
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| R 254 G 234 B 6 |
Yellow
| Accent #ED2323 |
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|
| R 239 G 62 B 61 |
Red
We started this project with basically nothing to go off of, and it was the process that brought us to a natural resolution. Through many meetings, we narrowed down a very large scope, into a small and niche idea that allowed us to design inside. This gave us confidence in our design and kept floundering in indecisiveness to a minimum. Overall, the process ended in a successful product that the client was happy with and it is thanks to this process of communication and feedback.
Management
Mark Franz
Project Manager
Nathaniel Berger
Account Manager
Art Direction
Caroline Murphy
Creative Director
Production
Dylan Reed
Graphic Design
Amanda Baker
Graphic Design
