The Situation
Team Soapbox was contacted by the Snohomish County Office of Social Justice to create a brand identity and logo for the department. As part of the county offices within Snohomish County, the client needed a logo and brand that aligned with existing county-wide branding, but also set the office apart.
the approach
Our work began with research. We reviewed the Snohomish County brand guidelines and conducted an internal audit of branded materials and other office logos to understand the reach and restrictions by which we could design. In addition, we held listening meetings with our client, the communications team for Snohomish County, and staff from the Prosecuting Office to better understand their vision and desire with the logo. From this we gathered that the team wanted a modern logo using bright colors that could be interpreted to convey social justice.
The process of developing the logo then shifted to an internal brainstorm with our team members. We began by exploring the different words and phrases associated with social justice. We explored colors and fonts, developing five potential designs for the client to review.
At our next client meeting, we presented the logo drafts and immediately the client was drawn to two of the logos. They provided feedback on these logos which we incorporated, and then they shared them with the staff at the Mayor’s office for input. Team members across the county unanimously agreed on one of the logos – the blue circle with waves, a symbol for “sea change”. In addition to being drawn to the colors and the meaning of the logo, it also serves as a connection to the geographic area of Snohomish County as it’s located along the Puget Sound.
With the final logo selected, we built out brand usage guidelines and delivered the final native files to the client.
Project Challenges
There were two primary challenges with this work. The first was that we were retained by the Office of Social for this work in May, and the client sought to have a logo developed within two months as all work needed to commence by June 30. Given the very fast timeline, our team diligently developed a project timeline and, with a gentle but firm hand, guided the project to ensure that deadlines were communicated to the client and met.
The other challenge focused on the design of the logo. The client made it clear that they wanted a design that defied the traditional symbols associated with social justice, yet they still wanted the logo to convey fairness and equality. Our team leaned into design theory. We selected the primary color of blue to represent loyalty and truth and a Sans Serif font so it would be more approachable. Additionally, we brainstormed as a team words, phrases, and feelings that could represent social justice without having to rely on visuals such as justice scales, hands clasped or in a fist, or a dove. The use of waves to represent a “sea change” is subtle yet impactful.
Project Results
The client was very pleased with the final logo and immediately began using the logo, in adherence to the brand guidelines. The logo is now displayed on the website and all communications materials. Our team has been retained to further assist the Office of Social Justice with the development of communications and branding materials designed to raise awareness amongst the community of the offices’ work. The logo will be a focal point of these materials.
