Friday 18 December 2015
I have recently completed a new visual identity for Roxburgh Federation of Village and Community Halls. This is an umbrella body for thirty two rural village and community halls which are spread out across six hundred square miles in the Scottish Borders.
The brief was to create a visual identity which would allow the Federation to achieve consistency of style across all their materials – both in print and on their new web site. I was specifically asked to design a logo and to specify both a colour palette and typeface which could be used across all their publications.
It was important that the logo reflected the Federation’s role as an umbrella body working with a large number of member halls. Additionally, the logo needed to represent the Federation’s inclusive nature, its aims to bring community members together, and the rural setting in which it operates.
The colour scheme needed to strike the right balance between a community-orientated body which is rurally located, whilst looking professional, and the typefaces needed to be both readily accessible and clear and easy to read.
The logo consists of a graphic element alongside the logotype. The name ‘Roxburgh Federation of Village and Community Halls’ is a long one, so keeping the text and the graphic separate allows for the graphic to be used alone below a specified minimum size.
The logo is constructed from thirty two shapes representing the member halls. These are all aligned to a single central point, representing collaboration towards a common goal. The shapes are formed into a flower in order to reflect the rural setting. The Federation itself is reflected in the roof element which serves to both bring together the shapes, and to reflect the village and community halls.
The colour palette I selected has a good range of colours, but all with a natural feel. Each colour tints down well to allow for the colours to be used in the background. The dark blue used for the text in the logo provides an option which is dark enough for running copy both online and in print.
The typefaces that I selected are PT Serif and PT Sans. The PT family are available on Google Fonts, making them easily accessible, as well as free. Both the serif and sans serif are clear to read, with relatively large optical sizes thanks to a good x-height. Using both a serif and sans serif will allow the Federation to create a distinction between different parts of their text – for example headings could be presented in sans serif, allowing them to stand out from the subsequent copy.