Following a two-year consultation process involving several stakeholder groups including Councillors, directors, officers and us, we were asked to develop a logo that referenced the Borough's landscape. However, our research and development workhad shown that adopting this approach would be too similar to that taken by other boroughs. And given that the area was due to begin regeneration, the skyline was likely to change in the short-term, making it likely that the logo would date very quickly.
Through a series of presentations we established a case for shifting the focus away from the ever-changing built environment and on to a warmer concept based around community, stability, strength and growth.
The resulting brand and guidelines feature a politically neutral tree consisting of 13 differently coloured leaves: one for each neighbourhood within the Borough. Each neighbourhood then used its own colour on signage to make residents aware of its boundaries.
Since then the identity has been rolled out across Crawley Borough Council's stationery, vehicle liveries, signage and all printed matter. We're currently working with the Council on a rebranding project for a key site within the Borough.
