providing a fresh and simple perspective to a complex issue
designing a new logo mark solidifies the joint mission and partnership across the state
In September 2018 we were engaged by the Legal Aid Society of Middle Tennessee and the Cumberlands to develop a logo mark for a program called The Tennessee Senior Law Alliance (“The Alliance”).
The Alliance is a program under the Legal Aid Society of Middle Tennessee & the Cumberlands that helps low income seniors (and their caregivers) with their legal issues like wrongful denials or reductions to healthcare and benefits, illegal barriers to housing, as well as physical, emotional and financial abuse and exploitation. The Alliance also helps senior’s with basic estate planning and will preparation.
The Alliance plans to reach Tennessee senior’s in partnership with the following groups from across the state: Legal Aid of East Tennessee, Legal Aid Society of Middle Tennessee and the Cumberlands, Memphis Area Legal Services, West Tennessee Legal Services, and Tennessee Alliance for Legal Services.
We were engaged to create a unified brand mark for the Tennessee Senior Law Alliance. Our work was to be usable across the state in conjunction with each of the partner organizations' existing brand identity.
As a newly formed organization, we started with the following guiding notes:
There was no existing identity to represent the Tennessee Senior Law Alliance;
Seniors need to feel empowered and respected during this life phase; and
The brand mark needed to be relevant, accessible, and easily recognizable.
After research and client meetings, we presented six hand sketched logo options. There were three options chosen for digitization.
We conducted an internal survey in the clients office with attorneys and administrative staff to confirm the final logo.
The final brand mark is a violet hand over a turquoise heart with white outline that is simple and modern, yet resonates with the target audiences and the end user.
The turquoise heart symbolizes the heart of the senior and the hand is the people who support the senior (lawyers, caregivers, medical workers, family members.
Color played an important role in the development of the logo mark. The following colors were selected based on consumer behavior (psychology) and color theory:
Amethyst: evokes dignity, respect, and creativity
Citrine: conjures an aura of warmth, happiness, and optimism
Aquamarine: Inspires energy, wisdom, serenity, and healing
Light Onyx: a neutral color that adds balance to the vibrant colors
The amethyst color is also the international color for seniors