Helping business prosper
Client
Durham County Council
Project
Business Durham Rebrand & Website Development
Services
Sectors
The Brief
With Business Durham’s logo firmly established, across a multitude of physical applications, a key part of the brief was to build on what already existed. Any modification to the existing elements had to be subtle enough to blend seamlessly with pre-existing executions. Alongside this, any new supporting elements had to amplify the brand's aims, be flexible enough to work both on and off screen, and connect sympathetically with the existing elements.
Durham County Council engaged Better to evolve the brand of Business Durham; their economic development arm. Business Durham feeds the economic growth of County Durham by offering guidance and support with funding, as well as sourcing property for new businesses in the region. Because Durham has one of the lowest rates of business start-ups in the country, they are a crucial service offering deep-rooted knowledge and unrivalled, all-encompassing and – most importantly – proven support.
The Solution
With a ‘blank page’ approach being ruled out, our challenge was to create elements that referenced and complemented the logo: updating and refreshing the supporting brand world, graphic devices, palette and typography to better reflect who Business Durham have become. The result was a versatile D-Frame device, distinctive accompanying typography and a system of dynamic Prosperity Patterns rendered in vibrant green.
Helping business prosper
The Brief
With Business Durham’s logo firmly established, across a multitude of physical applications, a key part of the brief was to build on what already existed. Any modification to the existing elements had to be subtle enough to blend seamlessly with pre-existing executions. Alongside this, any new supporting elements had to amplify the brand's aims, be flexible enough to work both on and off screen, and connect sympathetically with the existing elements.
Durham County Council engaged Better to evolve the brand of Business Durham; their economic development arm. Business Durham feeds the economic growth of County Durham by offering guidance and support with funding, as well as sourcing property for new businesses in the region. Because Durham has one of the lowest rates of business start-ups in the country, they are a crucial service offering deep-rooted knowledge and unrivalled, all-encompassing and – most importantly – proven support.
With Business Durham’s logo firmly established, across a multitude of physical applications, a key part of the brief was to build on what already existed. Any modification to the existing elements had to be subtle enough to blend seamlessly with pre-existing executions. Alongside this, any new supporting elements had to amplify the brand's aims, be flexible enough to work both on and off screen, and connect sympathetically with the existing elements.
With a ‘blank page’ approach being ruled out, our challenge was to create elements that referenced and complemented the logo: updating and refreshing the supporting brand world, graphic devices, palette and typography to better reflect who Business Durham have become. The result was a versatile D-Frame device, distinctive accompanying typography and a system of dynamic Prosperity Patterns rendered in vibrant green.
