SORT

The most significant challenge for this project was creating a brand that was representative of the “governmental” rebrand they were looking for while still maintaining a level of sincerity a local business like SORT is. 

The rebrand required all new typography, color, and logos which allowed me to mix and match the three to zero in on that serious feel of a government institution while still providing a local idenity. The logo and typography are very straightforward and simple, but the color implementation is contemporary and fun. By separating the two almost opposing ideas of the company, I was able to make a cohesive brand that when all elements combined, carried the identity of SORT properly.

By relying heavily on the color they are free to lean into their important role as a local recycling terminal, but in neutralizing the color they can freely express the serious nature of government in the brand. A balanced combination of the two can then be utilized when the whole scope of SORT needs to be communicated.

We started this project with basically nothing to go off of, and it was the process that brought us to a natural resolution. Through many meetings, we narrowed down a very large scope, into a small and niche idea that allowed us to design inside. This gave us confidence in our design and kept floundering in indecisiveness to a minimum. Overall, the process ended in a successful product that the client was happy with and it is thanks to this process of communication and feedback.