Something we’ve seen more of in branding in the last few years—and something I’m personally fascinated with—is the number of flexible identities that have popped up. With flexible identities, the branding works not only as a single mark, but instead as a full system, with each instance of the brand changing to accommodate the variety of marketing touchpoints.
In this instance, the concept was to design a mark that would work not only as the name of a fundraising campaign, but also to act as a declaration from Philadelphians themselves, expanding to include additional phrases such as “I Teach Ed!” or “I Love Ed!”. This kind of flexibility not only gives the mark the ability to work in more environments, but allowed for it to be personalized to the individual whether it was a teacher, student, parent or faculty member. With Philadelphia as the historical heart of democracy in America, incorporating the American flag into the logotype not only hinted at its origin, but also conveyed the message that treating education as a priority was not only a civic duty, but a patriotic one as well.
While sadly this concept never became a reality, as a pro bono project for The Philadelphia Education Fund, it was more important to find a solution that worked for the client and would help them achieve their fundraising goals. Nonetheless, this project was a great opportunity to explore flexible identities and demonstrate that when crafting a brand, how important it is to be mindful of the different environments it will be living in.
See the full branding system concept below.