Wisconsin
Policy Forum
Project Type
Digital, Branding,
Illustration, Print
Duration
2014 – Present
Tools
Illustrator, Photoshop
Role
Freelance Designer
Since 2016
Communications Designer
Oct 2014 – Aug 2016
Team
Research Associates,
Senior Researchers,
Research Director,
Data & Technology Director,
Director of Operations,
President
Overview
The Ask
Design a new, unified
brand identity
Produce cover designs
for publications
Create promotional materials
Challenge
Visually merge two distinct brands into one cohesive identity.
Process
Research
To begin, I looked at the two individual brands and conducted research on additional Public Policy Forums throughout the United States. I noticed that many utilize blue in their brands, which often evokes:
1. Logic and Professionalism
2. Trustworthiness
3. Calm & Objectivity
These qualities communicate reliability and expertise to inform policy decisions. Blue is often paired with neutral tones, such as white and gray, to reinforce a sense of balance and authority.
Logo Symbol evolution
I wanted the logo to better represent the brand’s key words, which are “policy,” “impartial,” “balanced,” and “research.”
The early logo drafts consisted of incorporating lettermark or monogram design styles. Then, I experimented with pictorial styles, adding a visual representation of the type of work WPF conducts.
Eventually, the logo evolved into a simplistic building with columns that represents sturdiness evoking a sense of trust in the forum’s published works, and also appears as a research graph.
Final: Logo
Research
To keep the brand relevant and to enhance its overall presence, I modernized the outdated typography and completely overhauled the logo.
I removed the “space invader” icon, though recognizable, as well as the mountain icons (pictured below) because they did not align with the company’s focus on public policy and research. I also eliminated red as a brand color. These changes paved the way for a more accurate visual representation of the business.
By introducing a the multi-blue color palette and research-focused visuals, I successfully aligned the company’s new identity with their mission statement.
Below are the updated logos and to the right is the new color palette and fonts.
COLOR PALETTE
IMPARTIAL BLUE
PMS Undefined
HEX #282762
RGB 40R 39G 98B
CMYK 100C 99M 30Y 20K
CIVIC BLUEPRINT
PMS Undefined
HEX #1F74BB
RGB 31R 116G 187B
CMYK 85C 51M 0Y 0K
POLICY SLATE
PMS Undefined
HEX #BCBEC0
RGB 188R 190G 192B
CMYK 0C 0M 0Y 30K
MIDWEST COUNCIL
PMS Undefined
HEX #263D91
RGB 38R 61G 145B
CMYK 100C 92M 6Y 0K
LAKEFRONT SKY
PMS Undefined
HEX #27A9E0
RGB 39R 169G 224B
CMYK 70C 15M 0Y 0K
BLACK
PMS Black
HEX #000000
RGB 0R 0G 0B
CMYK 0C 0M 0Y 100K
TYPOGRAPHY
Headline
GEOMETOS BOLD
Subhead
WALKWAY BLACK
Body
Garamond
Regular 400
Final: Logo
Research
To keep the brand relevant and to enhance its overall presence, I modernized the outdated typography and completely overhauled the logo.
I removed the “space invader” icon, though recognizable, as well as the mountain icons (pictured below) because they did not align with the company’s focus on public policy and research. I also eliminated red as a brand color. These changes paved the way for a more accurate visual representation of the business.
By introducing a the multi-blue color palette and research-focused visuals, I successfully aligned the company’s new identity with their mission statement.
COLOR PALETTE
IMPARTIAL BLUE
PMS Undefined
HEX #282762
RGB 40R 39G 98B
CMYK 100C 99M 30Y 20K
MIDWEST COUNCIL
PMS Undefined
HEX #263D91
RGB 38R 61G 145B
CMYK 100C 92M 6Y 0K
CIVIC BLUEPRINT
PMS Undefined
HEX #1F74BB
RGB 31R 116G 187B
CMYK 85C 51M 0Y 0K
LAKEFRONT SKY
PMS Undefined
HEX #27A9E0
RGB 39R 169G 224B
CMYK 70C 15M 0Y 0K
POLICY SLATE
PMS Undefined
HEX #BCBEC0
RGB 188R 190G 192B
CMYK 0C 0M 0Y 30K
BLACK
PMS Black
HEX #000000
RGB 0R 0G 0B
CMYK 0C 0M 0Y 100K
TYPOGRAPHY
Headline
GEOMETOS BOLD
Subhead
WALKWAY BLACK
Body
Garamond Regular 400
PPF Original: 1970-2014
PPF Polished: 2014-2018
WTA Original: 2004-2018
PPF + WTA = WPF: 2018-Present
PPF Original: 1970-2014
PPF Polished: 2014-2018
WTA Original: 2004-2018
PPF + WTA = WPF: 2018-Present
Final: Resource Reports
Click the button below to explore additional work on the Forum’s research page.
Final:
Resource Reports
Displayed below is cover art from several reports I designed, including throw-back covers I worked on with the previous brand identity.
Please click on any cover to view the corresponding report on the WPF website.
Click the button below to explore additional work on the Forum’s research page.
