Harrow Council logo design
DESIGN RESPONSIBILITIES
LOGO DESIGN
BRAND STORY-TELLING
BRAND IMPLEMENTATION
The brief
Project aim
Harrow council’s current logo has been in existence for more than 15 years. The lozenge design is now looking dated and its relevance is now questionable. Over the recent years, a secondary logo has been used has evolved across our digital presence and assets, so it is felt to be giving mix messages to the public. Therefore, they needed to consolidate this all into one new logo which could be used across all internal and external platforms, physical and digital formats to signal that they are “one” council, serving the residents of Harrow.
OLD LOGO
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Research process
REINTRODUCING HERALDIC IMAGERY
Thorough research on the historical and geographical significance of the borough was conducted to see how certain symbolic elements could be used in the logo to help visually communicate Harrow’s rich history to its residents. Therefore the logo should not only reflect their geographical and historical significance but also signal how the organisation is modernising it’s service delivery to create a clear sense of civic pride.
Design development
DRAWING THE CREST
FIRST CREST DESIGN
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TYPEFACE CHOICE
When looking at suitable typefaces it was key to experiment with both sans-serif and serif. Both typefaces resemble a delicate feel due to the varied strokes which works well with the intricate crest design. However, the serif font was used as this would be better choice for digital outputs.
EXPERIMENTING WITH ORIENTATION
Modifications
CHANGING CREST SHAPE
The silhouette of the logo is important as it can have a big impact on legibility when the logo is scaled down. The less the eye has to think about the shape the quicker the shape can be processed and the logo will be recognised. We therefore decided to adjust the silhouette of the crest to give it a rounded shape.
ADJUSTED CREST DESIGN
MODIFYING TYPEFACE CHOICE
We found that the “Streets of london” font was bolder and matched better with the style of the crest design. This was because the the stroke variation in the original “Oriya” font would reduce legibility when reduced to smaller platforms.
REFINING COLOUR PALETTE
Looking at other council logos we found that the singular colour logos were more impactful and led to a stronger brand identity.
We found that the more colour and complexity, the less importance there was on the actual detail of the logo. We had chose royal purple as our primary colour to further emphasise Harrow's noble history.
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Final logo design
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