UNLOCKING the SPECTRUM
REBRANDING PROJECT
UNLOCKING the SPECTRUM is an organization based out of Indianapolis, IN, that offers applied behavior analysis therapy, primarily for children on the autism spectrum and their families. The organization is in the process of expanding and was looking to refresh their brand aesthetic at the same time. The existing logo included the once-accepted (but now outdated) imagery of the puzzle piece and was in desperate need of a fresh look.
How do we update brand imagery and still reflect our role in the autism community?
There were several challenges in updating the UTS logo. Firstly, the existing logo was all but unusable, even when broken down into individual elements. We were, for all intents and purposes, starting from scratch. When the project was handed to me, it was already in the works. A designer was hired to revamp the logo and developed the color palette, font, and the circular design shown below. Unfortunately, after months of back and forth, the individuals involved were unable to bring the design to a place that the organization deemed acceptable. That's where I came in.
The color palette and font selection provided a strong foundation to work from. The previous designer and company heads seemed tied to the circular element, but felt it looked incomplete. The client wanted to reintroduce a human element in the new design (like the silhouettes in the previous logo) to reflect the nature of the organization. Though I liked the playful nature of the circular element, I was able to approach the project with a fresh eye. Unattached to the existing design, I was able to present the client with a variety of logo options, some closely related to the original concept and others that moved further away.
The client primary concern was including a human element.
Ultimately, the logo design chosen was one that combined a variety of key elements: the rainbow palette; structural color bars that mimic the all caps, sans serif font; interacting silhouettes of children reminiscent of the original logo; and playful, organic circular elements to offset the structural pieces.
Redesigning the logo was only a first step. UTS is an organization that participates in local events and trade shows, which meant all new table signage to reflect the company's evolving image. With fall activities on the horizon, the materials were needed post-haste! I created a variety of options in the time span of three weeks so that the organization might select a direction for their new image and order the necessary materials to be ready by October.
A-FRAME BOARD DESIGN
STANDING TRADE SHOW BANNER
TABLE CLOTH DESIGN W/ RUNNER OPTIONS
TABLE BANNER SIGNAGE
Additional projects and miscellaneous designs that needed created during this time included a billboard for the Texas area, button and stickers, and t-shirts.
BUTTON & STICKER DESIGN
BILLBOARD DESIGN
