We’ve spent a great deal of time discussing the structure and interface of the Core. Those are important details, but we haven’t addressed the look and feel of the Core, which has a big impact on how it is perceived. Why these colors? Why those typefaces? How did the logo come about? We’ll start with that last one.
Building an Identity
When Registered Creative started working on the new Core, we discussed how important visual representations of the core were to the overall project. Registered Creative responded that an identity would be built for the entire project. In their words:
An identity can be thought of as the kit used to make sure everything involving the Core, looks like it’s all part of the Core. Most people, correctly, associate a logo or trademark with and identity or brand. But it also extends to other things including colors and fonts.
This identity component, in order to be authentic, would need to happen as late as possible in the overall process of launching the Core.
Start with What You Know
The Core is a product of the National Association for Court Management (NACM). With regard to look and feel, its identity needed to reinforce that connection. Of course, this concern had to be balanced against the idea that as a flagship product, the Core would need to stand on its own.
Registered Creative reviewed the existing NACM branding and saw two aspects to borrow from for the new Core identity.
Shape and Color
The NACM mark is composed, largely, of squares. That made simple, geometric shapes a great starting point.
Registered Creative also noted NACM’s distinct color palette. A palette used throughout our current site and marketing materials. So color would be the second means of creating a solid connection between the Core an NACM.
With these guidelines, the team set out to pull together an identity—logo, mark and collateral type—that could be used to convey all the information the Core had to offer.
While the team at Registered Creative worked through dozens of options with hundreds of variations, they turned to the organizational structure of the competencies themselves for what would, ultimately, be the final logo.
With that in hand, complimentary typographic specifications were developed. Along with a robust set of colors borrowed and evolved from the NACM palette, they filled out the identity and created a unique look for the Core that strikes the right balance between standing on its own and relating back to NACM.