I was approached by the team at the Ferguson Commission to help them with rebranding their identity to be more of a reflection of their true holistic STL mission. Their mission statement says they look “To guide the community in charting a new path toward healing and positive change for the residents of the St. Louis region.”
As a reflection of this focus they decided to change their name to “STL Positive Change”. When the team approached me about working on this new identity, their main focus was that the mark would have a clean & modern vibe while still feeling serious enough to reflect the importance of their work.
This direction led me down the path to finding a solution that would communicate the idea of positive progress in every iteration of the mark. I wanted to create an iconic symbol that could simply convey the idea of positivity, and settled on a simple box with a stylized arrow. Thinking it redundant to have STL two places, I designed the rest of the word mark so that it reads fluidly using the STL in the symbol. It also reflects to the “stepping out of the box” that the commission is trying to achieve with their work.
I created three versions of the symbol: standalone mark, horizontal / letterhead, and concise side-by-side. Each has a consistent weight despite the formatting differences, which leads to consistency in branding across the various social media, print, and signage applications of the mark.
It's not every day that the work I do as a designer can actively help a community, so it was really great to work with the STL Positive Change team on this rebrand. Check them out at stlpositivechange.org.
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