Thanks to the work of Creative Mango the campaign now has marketing potential. We have worked on creating a brand for Engineering Design for Social Innovation (EDSI), this involved identifying the key message and values of EDSI and its mission. We started by identifying the different ideas EDSI is promoting and what challenging question the campaign is tackling. This led to complex ideas such as community cohesion, peace and conflict resolution and engineering for impact. The key elements reflected the vision of sustainable engineering; the impact on people, the economy and the environment. After reviewing different marketing possibilities we identifies our key message is being people and engineering and the synergy between them. This led to the following design:
Creative Mango was able to design a logo reflecting both the structural and meticulous elements of engineering as well as providing a creative natural flow. This was achieved by combining the outline of a person with engineering elements. Different visual representation of engineering where related to the natural outline of the silhouette. This led us to integrate the masonry arch bridge form within the logo. This is an ancient and popular structure at the heart of the great trade routes it has enabled people to connect and exchange in their cultural identity. The logo is also representative of a viaduct; a structure used to bridge large divides as well as provides population with fresh supplies of water. The logo therefore captures the synergy between people and engineering.
The synergy between between people and engineering goes beyond the integration of a silhouette. When we talk about people and mankind we are also talking about nature and our environment. Nature had a very strong impact on the way the logo was created allowing us to obtain lines with a natural flow. The font used also conveys the idea of nature and life yet it has a linear and meticulous side linking it back back engineering. The choice of colour was also very important here, the idea was to give EDSI a colour that reflected its professional side yet a colour that would once again link back to nature. Dark blue reflects progress, professionalism and trustworthiness whilst a slight touch of green reflects the natural environment.
Co-written with Luke Donaghy – Creative Mango
