Light & Coley has completed a broad range of branding work for Leisure Careers in the United Kingdom, a new initiative to promote jobs in the leisure sector.
The 500 000 joint Government and leisure industry project launched earlier this week.
The consultancy has designed an umbrella identity for LCUK, a logo for an associated website named Barzone, and stationery and literature for the initiative. It also worked on the names.
The umbrella identity is intended to appeal to a broad audience, including students, school-leavers, parents, teachers, careers advisors and employers.
Light & Coley designer David Webb says the marque is meant to be both serious and fun, to appeal to the enormous target group.
“We created the simple blue roundel with text flowing around the outside to give the idea of an official stamp. We balanced this with the contrasting treatment of the arrow and typography of LCUK,” he says.
Webb says the Barzone website is intended for a much narrower student audience and develops the fun aspect of the leisure industry. It is more colourful and incorporates animation.