DIGITAL | BRANDING
Emerging Minds UK
Emerging Minds is a research network based at the University of Reading that aims to reduce the prevalence of mental ill health experienced by children and young people.
We were invited by the University to design a brand identity, logo, website and communication materials for the organisation.
The concept for the identity needed to be sensitive to the subject matter, versatile and appeal to the academic target audience. Working with our design associate Petr Mazoch, we produced several iterations before coming up with the final logo design which clearly and accurately represented the network.
We applied the curved shapes of the logo to create a pattern theme to work across the organisation’s online and print materials. This made the materials visually engaging while avoiding the need to use photographic imagery of children with the network were keen to avoid.
The bright colours communicate the network’s positive and optimistic approach. We were instructed to avoid reds for the logo itself due to associations with anger and violence.