Champaign County Chamber of Commerce Foundation
Champaign County Chamber of Commerce Foundation
The Brief
In 2017, I created the brand identity for the Champaign County Chamber of Commerce Foundation. This not-for-profit charitable foundation partners with local schools, businesses, and community leaders to foster education, workforce development, and leadership development in the Champaign-Urbana Community.
A specific request of the client was to ensure that the Foundation’s branding was cohesive with the Chamber’s existing identity yet visually distinct in its own right. Additionally, the client requested that the logo symbolize growth while avoiding motifs that are often cliche in this space, such as trees or other plant-based imagery.
The Solution
I went with a logo depicting a butterfly to meet the client’s requirement of staying away from cliche imagery. This concept retains the symbolic meanings of growth and change that the Foundation hopes to convey in its branding while avoiding cliched imagery.
The logo is simple and geometric to be both approachable and aesthetically pleasing. Additionally, the dark blue matches the primary color of the Chamber’s brand, helping to tie the two identities together.
The supporting materials for the Chamber Foundation focus on furthering the approachability of the logo by remaining simple and minimalist in their design. Furthermore, the primary sans-serif font used in the brand heightens the friendliness of the identity system. In contrast, the supporting serif font counterbalances this friendliness by offering a sense of credibility from a visual standpoint.
The Brand in Action
