When approach by the Pakflatt group to create a brand identity and garment design for their professional work wear range, we identified trust and neutrality as the key terms.
With a sector as important and life-changing as elections and democracy, it was important to create an identity that had a sense of gravitas and security without looking overly corporate or ‘cold’.
The accompanying logo mark contains a number of symbols to help describe the brand; The shield illustrates a sense of security and ‘defending democracy’. Within the shield there are scales (inspired by the Greek goddess Themis), symbolising justice and fairness.
The top of the shield contains a slightly abstracted ‘tick’ form. It is intended that this illustrates the link to ballots and voting, as well as being a positive subliminal symbol. By enclosing the mark in a circle it helps to soften the appearance a little, making it feel more ‘approachable’, it also serves as a symbol of unity and consistency.
The neutral colour palette was clearly identified as a necessity to avoid any association with any political party or group.