The new identity has been created by Jamie Ellul of Supple Studio, who has worked with the CSD as an assessor for five years and was appointed to the projects on credentials.
The CSD is a membership organisation that promotes professional design practice. It is planning to launch a Register of Chartered Designers and has been granted power by the Queen to award the title of Chartered Designer and to maintain a register of those designers.
CSD chief executive Frank Peters says the Register will be set up early next year, with applicants ‘assessed against a framework of professional practice competence’. The CSD will be releasing further details of the Register next year.
Ellul says, ‘Ahead of the register launch, the CSD wanted to tighten up its branding. It had the Minerva mark [which was redrawn by Chris Mitchell in 2011] but didn’t really have any wider language.’
Supple worked with copywriter Lisa Desforges to create a positioning based on ‘a watchful eye and a helping hand’ – aiming to position the CSD as the ‘guardians of design professionalism’.
A new logo lockup positions the Minerva as a guardian, watching over the CSD wordmark. Supple also brought the two-colour logo down to one colour, to make reproduction easier.
Fontsmith’s FS Emeric type, by Phil Garnham, has been brought in. This replaces Gill Sans and give the CSD ‘a more modern and human look’, according to Ellul.
A new brand hierarchy is being introduced with a colour-coded system to differentiate various membership levels.
Membership collateral features macro photography of members’ eyes, cropped to create a ‘C’ shape representing the word chartered.
Ellul says, ‘We needed strong imagery that wasn’t specific to one type of design – the eyes of members work well as it’s about individuality and ties in with the “watchful eye” strategy.’
The member’s marque has also been overhauled. Ellul says, ‘Now when members use the endorsement marque it’s in the first person and gives them more ownership.’
The CSD annual review has been redesigned, with Ellul saying ‘a strong infographic illustration approach was used to get across key messages about the organisation’s finances, activities and services in a simple way.’
The CSD Register has been given its own identity, which uses an owl logo. This is based on the owl that often accompanies Minerva, the Roman goddess of wisdom and the arts.
Ellul says, ‘The owl struck me as the perfect companion marque with its obvious connotations of high-flying wisdom and vision.’
The new identity launched to CSD members at the organisation’s AGM, at which new CSD president David Callcott was appointed.
The identity is rolling out more widely in the new year, with a new website developed by BrandWidth set to launch.