Inspire is the brand name for a resulting merger between two medium sized housing associations. I was given the task to develop a brand identity which symbolised "Excellent Customer Service" as its core value. The resulting logotype was conceived through rigorous research and experimentation and is intended to symbolise “the face of customer service”.
The logotype incorporates a custom typeface developed using Berthold's Akzidenz Grotesk as a basis. This typeface is also used as the primary font throughout the marketing and communications colateral. As it is bespoke it acts as a key signifier for the identity.
The brand is designed to be flexible using the red underline to create different faces. The variety of faces help to convey different emotions aimed to augment human connotations for the identity.