Thread is a company that aspires to connect all generations through sharing experiences and knowledge. There are no teaching staff at the company, the ‘threads’ (or members) teach their own classes and learn what other threads teach.
The concept is all about connecting the generations and creating a community where the elderly can inspire the youth and vise versa. There is no age when a person officially becomes old, and as such someone who is 65 might be seen as youthful to someone is 100 where as someone who is 50 my seem elderly to someone who is 15. This means that age is not important to the thread community, however it is important that the generations are crossing and connecting.
Thread aims to stop the loss of skills, rid the world of ageism, reduce loneliness in the elderly, stop the stigma with growing old, improve the lives of both the elderly and youth through the sharing of knowledge and experiences and break down the societal barriers associated with aging.
The name Thread has been influenced by cross-stitching, where each cross, made by the thread, represents the crossing of the generations that the company is aspiring to achieve. The thread itself represents life and that every person is aging, and one day someone who is young will become old, meaning that one day they will be able to share experiences with the new youth.
The logo for Thread demonstrates the concept of the company, because of the crosses created by each line in the letters. The logo hints that the lines are threads without yelling it, this makes a nice middle ground that the audience can understand. There is structure to the typeface, which is important. This is because the members run the classes, as such the logo needs to demonstrate organisation.
The full stop after the word exaggerates this further, but also lends itself to make an interesting identity for the brand. Thread will be used where possible
in the brand. The full-stop-cross represents the members who are called ‘Threads’, this is because the members, like thread holds a seem together, hold the company together.
