Building a visual identity within restrictive national standards

By | February 6, 2019

How do you develop the branding for a local chapter of a national organization with restrictive standards that need to be adhered to? Very carefully.

CASA of DuPage County wanted help developing a stronger application for their visual branding. We had to stay in compliance with the standards set by the national organization while also providing CASA of DuPage County a brand that is friendly yet serious. The challenge was to give the local chapter more flexibility while maintaining a cohesive look with the national brand.

While they were provided with an official chapter logo, in many applications it was hard to read their location. In place of this, we created a typographic lockup (below) for CASA of DuPage County to be used in conjunction with a national logo indicating their membership. This balanced the need to showcase their local presence, while continuing to highlight their membership in the well-known national organization.

typographic lockup to be used in conjunction with national member logo

We selected secondary colors to complement the two national brand colors, creating a more friendly image with more variation and flexibility while still maintaining visual cohesion within the national standards.

branding elements: a wider color selection and new brand pattern

business cards letterhead and stationery system

With the new brand elements, CASA of DuPage County has fostered a visually vibrant and optimistic social media presence.

animation of social media graphics

Diane Cody
Diane Cody
Diane joined the Spire2 team as a graphic designer in 2010. She loves to solve problems through design and is passionate about building marketing campaigns that perform across all platforms.