I was approached to design an identity for the city of London for use in a web and print-based newsletter for an ongoing project in the neighborhood I live in.
The project focused on revitalizing the area that had gained an undesirable reputation throughout the city for crime and poverty. Programs developed for youth and young parents hope to create a more positive environment and lose the stigma.
Through surveys conducted of residents, two major traits were found common; the Thames river and the parks and trails surrounding the community.
Initially I focused on the parks and nature element, ignoring the river completely while sketching. I came up with a leaf shape, based on the White Elm, Hackberry, Manitoba Maple and Linden common in the area. Then added a building group that worked with the ideas I wanted to present. It also worked nicely in tandem with the cities logo which happened to be a tree. The leaf can be seen as an extension of the cities logo, representing it being part of the overall community, a branch of the family tree if you will. Once I decided on this concept I put it into Corel Draw and made a rough comp of the idea. This is where I started exploring the concept of the river and water as an element.
From there I played with different arrangements, different shapes, and different ideas before arriving on the final mark. Water wasn’t literally represented in the final choice, but the curved line through the leaf is meant to suggest the river and water. For the typography I decided on old helvetica as it’s conveys openness and transparency and is favorite of governments looking to portray just that. In the end this logo will be used on newsletters published by the city giving updates to residents on programs and initiatives to better their community.