Charity Brand Identity, Leeds Women’s and Girls Hub
Hello to Leeds’ newest owl!
The challenge: “We run the Leeds Women and Girls’ Hub, which is a part of the Leeds City Council’s Equalities Assembly.
An idea that came out of the Hub, which was agreed upon by its 100+ members, is to develop a women and girls hub. Leeds has similar groups which have been successful and which focus on making the city a better place for children and older people respectively. Why not make it the best city for women too?
We are looking for a brand to be developed for the Hub.” Women’s Lives Leeds
Client Feedback: “The Leeds Women’s and Girls Hub and our Women Friendly Leeds initiative both needed a bold, eye-catching visual identity which captures the ethos of promoting the voices of women and girls. Helen took time to research and understand the concept behind the initiative and the team at One Line,were excellent at involving the Hubs and women and girls across the city, taking part in focus groups with them to ensure every voice is heard.
The guidelines and resources are easy to use and ensure we can keep our branding consistent. People often ask us who designed our materials and we always highly recommend One Line for their inventiveness, professionalism, and their collaborative way of working.” Claire Harrison, Women’s Lives Leeds
What we did: It’s been said that design by committee doesn’t work. We think this project proves that statement wrong.
Crucial to the project was that women & girls voices were heard. We designed a workshop resource pack which facilitators at WLL took to Women’s & Girls’ groups across the city. This gave Women & Girls the opportunity to consider what words, colours, typography, photography and logo styles they resonated with.
Holistically we collated and analyzed the responses. Key patterns were found with a resounding preference for brands which felt: Empowered / Statement / Attitude / Edgy and had an iconic pictorial slightly playful look about them.
Inspired and excited we got to work creating 2-3 options for the logo design. The owl option was a perfect fit for our client connecting the civic symbol of Leeds with the symbolic and powerful goddess of wisdom Minerva. Thinking ahead to how the logos would need to function, the brand books provide our client with clear guidance on usage, enabling them to be consistent in their approach to marketing and branded communications.
Even better: Women's Lives Leeds gives women & girls real opportunities to have their say.
How it looks:
Key services: logo design, brand guidelines, typography systems, marketing communications.
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