2006 - 2020
2020
2023
While the Staff Association had been active at ABC since the mid-1980’s, the logo didn’t show up until 2006. The original logo was now 15 years old. The bright yellow and purple colours didn’t resonate anymore with the ABC brand or employees. The script font was seen as outdated and stodgy.
I proposed to update and refresh logo to reflect current brand colours and incorporate a feeling of connection with other team members and the community. We also added in a tagline to reflect this, voted for by our 1100 members: At home. At work. Stay connected with us.
ABC no longer was using the word “staff anymore in it’s communication, so we decided it was time to change our name as well. Several brainstorms sessions and ended up with Circle (Circle Committee in communications)which we felt was inclusive and bridges the old logo with the tweaked round icon. Same blue palette as before and keeping it lower case felt modern. Our shortened tagline clarified who we are: community / connection /culture. We launched with an internal awareness campaign and gave away round cookies with the icon on them. Feedback was very positive for this significant name change.
In mid 2020, I proposed to design a new logo to our Executive Team, and they agreed it was time to update.
To make it more versatile I designed several versions to be used where appropriate: • Official horizontal (with or without tagline) • Stacked / Hosted by / Sponsored by • Icon only • White versions to use on top of photos or for variety