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Equally Ours: Unity and hope in divided times

As many of you know, I post more these days about my community project than I do my commissioned client work, so I am really pleased I can post about a project that joins these two passions together. This is a rebrand that is about human rights for everyone and at times of division, confusion and the unknown I was delighted with the opportunity to work on a project so significant as this.

The Equality and Diversity Forum – the influential national network of organisations and only UK-wide pan-equality organisation – has rebranded and changed its name to Equally Ours. Equally Ours has a big vision: to make a reality of equality and human rights in everyone’s lives. The rebrand marks a shift in positioning to become more public-facing, and the new visual identity expresses the organisation’s values, personality and ambition: collaborative, inclusive, confident, straightforward and progressive.

As all creatives know it’s a mighty challenge when you have a small budget but an organisation with big aspirations. This rebrand needed to be a-political, culturally neutral and, above all, accessible to as many people as possible. No pressure?! So the challenge was ON. I was determined to find the right balance between creating something I was personally proud of (sorry but I’m too old for projects to just work for clients, this is our pulse not just our bread line) but also creating a solution that works for the organisation as a whole. The realism of this kicks in when you re-read the brief (small budget, limited internal resources) and the limitation of life after birth of a rebrand is just as much a challenge as creating the parts.

From word go I knew this had to be a simple but smart solution (clearly). I had explored the sector and created a strong overview of how other organisations live and breathe in this sphere. Some are showing signs of strength but most are dated in their look and feel (a sigh of relief) as this then prompted me to really embrace the attitude of the brand, to own a territory of bravery and confidence which I had felt from the beginning as the team reflect this desire to build a movement of change and shift public perceptions, engage with new audiences and ultimately have a stronger voice. So to my absolute delight, the vision of what I perceived this brand should be came very easily.

I knew I wanted the logotype to be simple and carry the element of equality. The typeface lent itself to a natural connection in the letterforms. The quirk in the type form of the ‘q’ in ‘equality’ and it’s straight stroke fed into the ‘o’ of ours. I then connected these elements with two arrows in their openings. Surprisingly to my eye I could still see the ‘Q’ reading as it should, which you very rarely get away with. I presented three solutions initially but this was a clear favourite and the other two creative routes didn’t come close to the unanimous vote on the creative. 

The colour was also favoured from the start. Coral felt so right for this brand. Red was far too shouty and very much rooted to so many other charities with very strong voices - this colour felt new and unique, inclusive to all and still remained warm and welcoming.

The graphic language of the brand includes the expressive use of the arrow. It’s used in different ways to convey messages of unity and momentum. 

The process we worked to was thorough, efficient and as a result highly effective. We achieved the results we needed by working closely with the client and being committed to creating a brand that understood the boundaries of its existence. I think a lot of brands go wrong when come the handover of the goods they aren’t understood, are too complex to define and the overall usage of the parts is limited in every day scenarios. We built PC applications (word and powerpoint) that are clean, simple and confident and easy to use.

Im really excited to watch how this brand will adapt, unfold and live courageously in its new coat of confidence. To find out more about Equally Ours and to become a member: https://www.equallyours.org.uk

Helen HoldenComment