Why do we need a brand refresh?
The core reason for a brand refresh is that an effective brand can change perception, which affects behaviour, which subsequently determines performance. As a part of the construction of the new SRC website, we have taken the opportunity to also refresh the SRC brand. All of this with the hope that not only will we be able to offer a professional and consistent look for the new website, but also create a framework that can be used across all SRC communication channels. By doing that we hope to increase the trust and engagement of the student body with the SRC as well as to send the message that the SRC is ready to be more professional and to do things differently.
What we have come up with...
In the logo refresh, we have made sure to subtly reference the old SRC logo in order to maintain institutional memory. The refresh adresses some of the major functional problems of the old logo, such as unrecognisability in small dimension, illegibily of the typography and structural complexity. In addition, this new logo removes the visual reference to a diamond, which does not necessarily represent anything about the SRC.Naturally, this new logo can be used across diferent platforms and scales, establishing an easily recognisable focal point for the SRC brand.
The folowing version of the logo features the full name of the SRC and would be a version to be used primarily for official documents and communication material for outside of the univeristy. It also demonstrates the flexibility of the logo and the overall visual language.
We have chosen two main fonts for the SRC brand. The first font, called Overpass, is a bold sans serif font with a bold look and sharp edges. We want to primarily used this font for headings and labels. The second font is an elegant serif font called Cormorant. We want to use this font primarily for long texts and printed material. Both of these fonts are open source and web ready fonts availiable to anyone who wants to use them.
We have chosen to stick to the colours that are quintessential to the Quest community – green & silver. As our university is going through turbulent times, we believe it is also part of the responsibility of the SRC brand to perserve some of the values that are dearest to us and sticking to our university colours seems to be one of the possible avenues to do so.
We have worked hard to make sure that the brand will work well and be recognisable both in print and online. Below, you can see a mock up of what the SRC stationary could look like after the brand refresh.
We want to hear from you!
We are curious to hear what you think and what ideas you might have on taking this project further. The next step will be developing the new SRC website with this refreshed look, as well as designing posters and other documents that will make the SRC shine in the new academic year.