An organization since the early 1800’s, and a logo that had lasted atleast 30 years; no small task for me to create a new logo and brand for an organization with such longevity and history.
To keep some connection to the past, we first off opted to keep the brand colours quite similar and use the double blue and orange, but pump the colours a touch to make them a bit more modern.
I wanted to develop something iconic and memorable as the main icon; something that represented growth and longevity, but most of all stood out among other Chamber of Commerces and spoke more about the Chamber being a grassroots, community-oriented not-for-profit organization, rather than being a conventional business-like logo. The acorn is about neutrality and a welcoming meeting place.
In order to add some ‘business flare’ to the logo, the ‘atomic acorn’ was created. The marks on the top of the acorn suggest city infrastructure such as roads and rail. The double blue in this case also represents the two main rivers in Guelph (the Eramosa and the Speed) and how the Chamber sits nearly at their junction.
The brand was adapted to the web by an external team and a new one-sheet, banner display and postcard campaign was developed.