GovLoop Brand Update
The brief:
The GovLoop brand was in much need of a refresh (given that the last time we updated was 9 years ago!). A lot of our services, products and processes have changed, so our brand needed to change with it. There were 5 key points I considered as I developed this update:
– Continue to stand apart from the competition with our uniquely fun brand personality
– Provide versatile assets for the team to use
– Ensure we don’t cross over into “unprofessional” territory and alienate our audience
– Develop a strategy to better maintain visual consistency at every touch point
– Improve accessibility
View my proposal deck here!
brand / illustration / social media / web interface
Type: Ciutadella was once GovLoop’s primary, and only, typeface. Because Ciutadella is a narrow typeface, we added Source Sans 3 for body text to improve legibility at smaller sizes.
Color: The previous color palette failed accessibility standards. The updated palette has been tested to ensure compliance (with the exception of Saffron, Morning Sun, and Early Dawn, which are reserved for illustrations). Color standards will be defined within the branding guidelines to avoid issues with accessibility. Other changes include the addition of purple, richer tones and an expanded color palette. As we previously had, we are keeping the "rainbow” palette to avoid confusing our audience, but elevating the colors to fit the new desired image.
Logo: In the update, the GovLoop logo moves away from the original yellow and green 2-color mark. This addresses two issues: 1. Association with Subway Sandwiches (the original GovLoop logo is green and yellow with arrows, much like Subway) 2. Yellow affected visibility and had poor contrast against most backgrounds. This direction allows GovLoop to express green as the company color, without losing the most important part of the logo: the name. This was the chosen solution based on stakeholder feedback.
Symbols: The inclusion of symbols is a new addition to the brand. Symbols will be used as an abstract way to express topics GovLoop educates audiences about. This will also provide a subtle labeling system for events while doubling as a design element.
Arrows: Bringing arrows in as an element of the GovLoop brand feels like a natural continuation of the logo. Arrows become GovLoop’s identifier and can be used in playful or subdued ways, offering great versatility to the brand.
Illustrations: The GovLoop people had become the face of the GovLoop brand. In the update they will be used more sparingly as secondary design elements. The way we use color for illustrations is changing so that we are either using only one color or each character strictly contained within a color group. This helps formalize our image and achieve a cleaner aesthetic without completely removing the characters from the brand.
Sample of how the new colors and illustration treatment are applied to animation and products.
Credit: GLA team
Website: Slide one is the current GovLoop website (govloop.com), slide two is the current website with the updated colors and icons, slide three is my personal recommendation in this brand update. You can ignore the rest of the slides, I am using those to convince our Marketing Director to make some website changes :) Scroll through the Figma project below:
