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CRES logo on blue background 

brand identity and logo design

CRES

CRES logo on blue background

brand identity and logo design

CRES

 

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Holywell designs new brand identity for The Society of Circular, Regenerative and Sustainable Systems (CRES)

The Sudanese Programme Logo

When Dr Kok Siew Ng was setting up a new venture, The Society of Circular, Regenerative and Sustainable Systems (CRES), he wanted to design a logo to help establish the research group. Holywell Press was recommended by Oxford University’s Department of Engineering Science for whom we had recently produced an online interactive animated newsletter.

CRES was established to bring together academia, industry, government and society in order to integrate systems-thinking into everyday decision-making.

a unique brand identity

Initially, CRES wanted only a simple logo design but quickly understood that, to be effective, their logo needed to be part of a broader brand identity design. This expanded project would provide guidance on colour use and typography and help to support consistency across the society's communications.

Following initial discussions with Dr Siew and his colleagues, it was agreed that the identity should reflect the key concepts of integration, sustainability and interactivity.

Mood boards with various ideas were presented to the CRES team and, from their responses, it became apparent that the logo should be inspired by nature, and avoid clichéd circles. The proposed logo design uses colourful organic shapes. Where the colours of the shapes overlapped, new colours are produced. This shape became affectionately known as the ‘blob’ and is a versatile graphic device used throughout the brand identity.

The CRES multicoloured blob

Vertical CRES logo

Horizontal CRES logo

flexible logo design

For the logo, the ‘blob’ was constrained in an organic egg shape and locked up with the society’s CRES acronym in lowercase. Vertical and horizontal versions of the logo and logotype were designed, as well as versions to be used reversed out of darker colours and in black-only printing and display.

The blob with its overlapping colours was also adapted to create colourful banners for report covers, PowerPoint templates, and social media profiles.

Sample pages from CRES Brand Guidelines

 

brand identity guidelines

A brand guidelines document was developed to explain how to use the logo, brand colours and typefaces. This booklet showed the new visual identity in real world use, and also gave examples of what not to do with the brand identity. This helped everyone at CRES with the all-important task of maintaining brand consistency.

If you or your organisation are looking for help to establish a new brand identity or to refresh existing branding, get in touch by calling 01865 242098 or contact us using the button below.

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