The task was to develop a new logo and identity for the student union at Sheffield Hallam University, known as Hallam Union, in accordance with their rejuvinated brand values:
1) Passionate About Students
2) Open Minded
3) Proud and Bold
4) Supportive
Within these values were statements and key words that I felt were central in creating the new and different identity:
"we are inclusive and accepting"
"we welcome fresh ideas and innovation"
"we aren't afraid to push boundaries and try new things"
"we are proud of our students, our university and our city"
Additionally, research highlighted specific terms that students felt towards the existing logo, such as dark, bland, uninspiring and unexciting. Considering all of these issues I chose to take a playful and bold 3D take on the logo with an exciting and vibrant colour palette.
The logo had to work as a stand alone image as well as with the name Hallam Union, with and without the strapline Made In Sheffield.
To compliment the new values and attributes, specifically focusing on being bold and empowering, I chose to used the slab serif Adelle in Bold and Bold Italic which has a strong and proud personality.
