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BEATING TIME SUB BRAND IDENTITY DESIGN

THE BRIEF

APRIL 2020

COMMISSION

To create three sub-brand identity's representing three individual programmes run by beating time as the scope of the charity has grown.

Choirs Beating Time: It helps people serving sentences maintain their mental health, models a positive community and develops vital social skills for life after release.

Inside Job: Finds jobs for people while they are serving their sentences.

UpStart: Helps entrepreneurial people create work for themselves, giving them a purpose that helps them break the cycle of reoffending.

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THE PROCESS

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Creating these logo's and required adhering to a few restrictions, for each of the sub brand's could take a single colour from the parent logo, and had to retain the typeface Bebas Neue for the wordmark portion.

The Icons I focused on how the 4 bars could represent unique aspects of each programme while still feeling like part of a logo family.

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Display

Body Copy

Open Sans

TYPEFACES

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CHOIRS BEATING TIME

For the Choirs Beating Time Logo, I really focused on the idea of using the 4 bars to create a soundwave to echo the work the choirs do, as well as the concept of allowing the choir members to project their voices outside of the confines they find themselves in.

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COLOURS

The colour pallette was made up of Beating Time's existing colours and different values of black.

Display

Body Copy

Open Sans

TYPEFACES

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UPSTART

The UpStart logo was all about the idea of moving on up, and getting a head start after an inmate leaves prison, the final solution we settled on was the idea of the 4 bars which represent a cell window becoming a direction forwards by having different vertical scales.

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COLOURS

The colour pallette was made up of Beating Time's existing colours and different values of black.

Display

Body Copy

Open Sans

TYPEFACES

Untitled-12.png

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INSIDE JOB

With Inside Job the concept was to create the idea of an open-cell door, the idea being that participants in Inside Job will be able to leave the prison system behind.

COLOURS

The colour pallette was made up of Beating Time's existing colours and different values of black.

Display

Body Copy

Open Sans

TYPEFACES

Untitled-12.png

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