This company haven’t changed their logo or branding since the very start. It reached a point where the company became established and well-known, without the branding reflecting it.
Asylbyrån’s clients are usually people from across the world who come from a tragical experience, who’s been held in custody or something similar. This group of audience are highly receptive of symbols, feelings and associations. A logo therefore, needs to be handled with care in order to be interpreted positively by people.
I wanted to represent freedom, hope and unity with the symbol. The logotype symbolizes a person, of neutral gender, who looks pass a road/border on to the other side - where there’s a bird flying in peace. This encompasses the emotions I believe that the target group can strongly relate to.
I approached the first phase of this project by thoroughly interviewing the client. Me, the client and her employees, sat down and discussed the brand, company and target group. After collecting all of their thoughts and ideas I started forming ideas of symbols.
The character in the early phase represented a person with a roof on top of their head. This was neglected quickly due to the fact that the “roof”-like hair more so looked like a hat of some sort.
It was a challenge trying to add in everybody’s thoughts into the process and trying to satisfy each one. I iterated new versions based off of client’s thoughts and emotions.
I noticed that the concept we ended up with worked well. All it needed was a clearance from all of the unnecessary details.
One symbol can be interpreted in so many different ways and associated with contrasting emotions. Taking in the emotions and backgrounds of various personas is crucial in order to communicate to the full spectrum of the target group.
If given the chance, what would I do differently?
There was a lengthy process in coming to a conclusion. By giving the charge to a defined group of people from the client’s team, the workflow can be more efficient.