OPX London has rebranded the gap year charity Gap Activity Projects to disassociate it from retail store Gap Inc.
The new brand name Lattitude is aimed at combining the ideas of travel and attitude for the young people who use the charity.
The designs by Ivan Mato and Michael Weber will be launched on 21 February, and will be used on the charity’s website, badges, T-shirts, stationery and literature.
OPX design director David Bennett says, ‘Part of the design brief was to reflect that the charity is trying to appeal to young people in inner city areas.’
The OPX team designed a bespoke typeface called Lattitude, which is based on handwriting and is aimed at making the charity personal and approachable.
OPX was commissioned to work on the project three months ago because of competition in the gap year market and because of brand confusion due to the charity’s generic title.
Bennett is hoping that in the future the designs will also be used on notebooks and posters as part of advertising in schools.
For information about the charity see www.lattitude.org.