A brand identity designed to reflect the skills and experiences of older people.
Ageing Better in Birmingham is a movement of volunteers formed by Birmingham Voluntary Service Council with the aim of helping make the city a place where older people are valued and supported.
When we were commissioned to design a brand identity for the initiative we felt it important to reflect the contribution that the older generation have made to the city. The brief required that the new identity should also reflect a sense of multiculturalism and community. But we also wanted to design a logo that featured elements of the city’s history - things that would resonate with the target audience.
The final design features a circle of linked hands, some of which are holding things which hint at the city’s industrial heritage. The sprig of Oak and acorns is symbolic of the ancient forest of Arden, whose former presence can still be felt in the city's dense oak tree-cover.