Client: Iustitia
Oct 2014
Branding, Logo, Material Design
It takes no compromise to give people their rights... it takes no money to respect the individual. It takes no political deal to give people freedom. It takes no survey to remove repression. -Harvey Milk
Background Elements Design
1 2 3
1.1 Forward 1.2 Research 1.3 Concepts 1.4 Logo Traditional 1.5 Logo Modern 2.1 Fonts 2.2 Color Scheme
3.1 Card 3.2 Letterheads 3.3 Moving Ahead
Equality is the soul of Liberty; there is, in fact, no liberty without it. -Frances Wright
Backgroun BACKGR
1
nd ROUND
Forward The content that follows is a detailed design outline for the future look and feel of the not-for-profit Iustitia. Each section was carefully developed in order to create an overall warm, welcoming feeling. A combination of modern and traditional elements; this new look embraces the roots of the field of law but adds an easy to decipher concept.
“you-steetz-ee-uh� Mission: To provide legal counsel, support, and assistance for those that have been victimized and marginalized by unfair and discriminatory judicial processes based on their mental health status.
Research
Spanning numerous cultures and generations the concept of Justice is a broad subject. Along with Truth, Justice has become combined with the idea of Balance over time. My research has spanned numerous Gods and Dieties. Each culture seems to have very prominent image for these ideas. The next section goes over the two images I think best match Iustitia’s budding brand.
Altered Ying and Yang: Balance (Chinese) The Feather of Maat: Goddess of Justice (Egyptian)
Mithras: The Sun/Light/Truth (Persian)
Concepts The belt buckle of Isis is a symbol of appreciation and welcomeness. A well-known Egyptian image standing for protection. The three triangles are a simplified scale. This will become a rebranding of the traditional law firm look with a modern twist.
The Buckle of Isis (Egyptian)
Standard Justice’s Scales
Logo
Traditional The first logo option is based around the Isis belt buckle. Incorporating an equal sign within the image. A warm and welcoming outline of hands looking to embrace the viewer is the focal point. This feature encourages the audience to grasp the Iustitia Brand.
Improper Use
iustitia Proper Use
iustitia
Similar to a Roman column, the “I� should be a stand-alone image.
Logo Modern
The second “i� logo will incorporate Justice’s Scales. Transformed into a very simple icon this allows the viewer to easily comprehend the concept of balance. This can blossom into a very simple triangular image as the brand grows.
Improper Use
iustitia
Proper Use The smaller “i� allows for this to be the first letter within the Logotype.
ustitia
I speak not for myself but for those without voice... those who have fought for their rights. Their right to live in peace, their right to be treated with dignity, their right to equality of opportunity, their right to be educated. -Malala Yousafzai
Eleme ELEM
2
ents MENTS
Fonts The traditional Times New Roman remains the standard throughout many business and law fields. These fonts step beyond the boring and move towards content that demands to be read. These fonts should be easily accessible by any word process program.
Garamond
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Candara
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Colors The color scheme uses a series of checks and balances. Orange and Blue are natural complimentary colors and will highlight each other.
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Blue is a representation of Justice as a concept. Orange creates a welcome feeling amongst the viewers and acts as a highlight
It takes no compromise to give people their rights... it takes no money to respect the individual. It takes no political deal to give people freedom. It takes no survey to remove repression. -Harvey Milk
De D
3
esign DESIGN
Card Andrew Johnson iustitia.com Andrew@iustitia.com (888)888-8888
Sydney Pomykata iustitia.com Sydney@iustitia.com (888)888-8888
iustitia
Letterhead The first example is related to the more traditional logo. The sign for Equality spreads throughout the entire paper. The second allows for a more modern look. Repetition of the same shape illustrates longevity, but the change in color brings forth the concept of adaption.
iustitia
ustitia
www.iustitia.com
123 Iustitia Place. Wherever, DC. 22222
(888)888-8888
www.iustitia.com (888)888-8888
123 Iustitia Place. Wherever, DC. 22222
Moving Ah
As Iustitia is at the start of its lifetime it is important t becomes apparent then the evolution in design can oc
The online material will represent the paper products. begins to work with clients online posts and materials Thanks for viewing.
head
to create simplicity. As a more distinct direction ccur.
. Imagery is sparse at this point but as the group will reflect each case.