Create & Validate
Working with stakeholders, there were three topics/focuses that became clear were necessary to communicate. These focuses brought ideas and essence from the old logo and mixed them with focuses that weren't as visibly communicated previously.
CIRCLE
The circular design of the first logo worked effectively to communicate the love, sense of belonging, and ultimately the safe place to learn and grow that Encircle stands for.
HOMES
Encircle builds homes that nourish, nurture and secure. It was important that the newe brand communicated this.
COMMUNITY
Encircle's mission of bringing families and communities together to help LGBTQ+ youth thrive was an important thing to communicate.
I proceeded to ideate a wide variety of brandmark concepts that could communicate what Encircle was hoping to communicate. I explored brandmarks across a wide range of focuses in an effort to better understand how to communicate the ideas that the stakeholders would want. This included exploring ways to communicate unity, love, and community.
In addition to brandmarks, typeface pairing, colors, and additional brand assets were tested in compliment as to create a cohesive brand system.
