Green City Action

environmental charity

brand identity, strategy, social media

Branding for Green City Action (GCA) – a hiring tool project called ‘Sheffield Community Toolbank’. A series of logos/symbols raised the interest and engagement of the local communities.

about the organisation

Green City Action (GCA) is an established and award-winning environmental charity. They serve the disadvantaged and multicultural ward of Burngreave in Sheffield. 

The charity raises environmental awareness and works with local people and organisations to improve it. 

A GCA project called ‘Toolbank’ had been hiring tools to the local people for two years. Yet, it was stagnating.

strategy

Toolbank’s brand identity required a makeover to attract new audiences.

GCA proposed to keep the name ‘Toolbank’ or to rename it ‘GCA Toolbank’. Yet, they identified the community element as an asset of the charity which was missing in the proposed. 

Socha Design suggested the name, Sheffield Community Toolbank, and a series of logos, to highlight the asset and its purpose.

The new name and logos attracted the attention of people borrowing tools from corporate businesses. We helped them to understand the advantages of supporting community organisations at the same time. As a result, the membership of the Sheffield Community Toolbank increased.

 

brand identity

To create a visually appealing symbol for the project, Socha Design improved the outdated logo of the charity first. GCA trustees and coordinators didn’t want any significant changes to the logo. Therefore, only some adjustments took place. Those seemed to make a tangible difference.

The updated logo is more explicit and harmonious in comparison with the old one. The light green shade on the leaves appears to be illuminating the inside of the ribbon. The selected lowercase font, Fertigo Pro feels more approachable and grassroots like. Its appearance resembles plants and has an organic feeling rather than a more formal and authoritative one.

Removed leaves and a smaller font increased the readability and memorability of the symbol. 

The social media icon is a compound of the leaves present on every logo, including the primary GCA logo. This is securing its recognisability, crucial in all communications.

 

other communications 

We changed the imagery communicated on the website, social media banners and promotional materials so that it reflects action rather than non action. Such; people digging rather than people just standing doing nothing etc. 

More appropriate and consistent communication increases its relevance, thus trust to the organisation. 

Sheffield was well known for its industry – coal mining and steel. However, those days are far gone, and Sheffield has become known as a green city. It has more trees per person than any other city in Europe. Its two universities and many sustainable projects running in the city are the new flagships, changing the city’s image further. 

The industrial and dirty, becomes sustainable and green.

The leaves stemming out from the letter ‘d’ in the word Sheffield highlight this.

The handwritten font Unicorn Sparkles has a uniquely human touch accompanying the identity.

The logos are part of a so-called dynamic identity signalling dynamism and action which is what Green City Action is about. 

Sheffield Community Toolbank logos and the primary GCA logo are in an apparent relationship with each other.

The synchronised colour palette specified in PANTONE (colour matching system) allows consistent colour reproduction on various materials.

client
Green City Action

sector
charity

discipline
brand idenity
strategy
social media

 

about the organisation

Green City Action (GCA) is an established and award-winning environmental charity. They serve the disadvantaged and multicultural ward of Burngreave in Sheffield. 

The charity raises environmental awareness and works with local people and organisations to improve it. 

A GCA project called ‘Toolbank’ had been hiring tools to the local people for two years. Yet, it was stagnating.

strategy

Toolbank’s brand identity required a makeover to attract new audiences.

GCA proposed to keep the name ‘Toolbank’ or to rename it ‘GCA Toolbank’. Yet, they identified the community element as an asset of the charity which was missing in the proposed. 

Socha Design suggested the name, Sheffield Community Toolbank, and a series of logos, to highlight the asset and its purpose.

The new name and logos attracted the attention of people borrowing tools from corporate businesses. We helped them to understand the advantages of supporting community organisations at the same time. As a result, the membership of the Sheffield Community Toolbank increased.

 

brand identity

To create a visually appealing symbol for the project, Socha Design improved the outdated logo of the charity first. GCA trustees and coordinators didn’t want any significant changes to the logo. Therefore, only some adjustments took place. Those seemed to make a tangible difference.

The updated logo is more explicit and harmonious in comparison with the old one. The light green shade on the leaves appears to be illuminating the inside of the ribbon. The selected lowercase font, Fertigo Pro feels more approachable and grassroots like. Its appearance resembles plants and has an organic feeling rather than a more formal and authoritative one.

Removed leaves and a smaller font increased the readability and memorability of the symbol. 

The social media icon is a compound of the leaves present on every logo, including the primary GCA logo. This is securing its recognisability, crucial in all communications.

other communications 

We changed the imagery communicated on the website, social media banners and promotional materials so that it reflects action rather than non action. Such; people digging rather than people just standing doing nothing etc. 

More appropriate and consistent communication increases its relevance, thus trust to the organisation. 

Sheffield was well known for its industry – coal mining and steel. However, those days are far gone, and Sheffield has become known as a green city. It has more trees per person than any other city in Europe. Its two universities and many sustainable projects running in the city are the new flagships, changing the city’s image further. 

The industrial and dirty, becomes sustainable and green.

The leaves stemming out from the letter ‘d’ in the word Sheffield highlight this.

The handwritten font Unicorn Sparkles has a uniquely human touch accompanying the identity.

The logos are part of a so-called dynamic identity signalling dynamism and action which is what Green City Action is about. 

Sheffield Community Toolbank logos and the primary GCA logo are in an apparent relationship with each other.

The synchronised colour palette specified in PANTONE (colour matching system) allows consistent colour reproduction on various materials.

client
Green City Action

sector
charity

discipline
brand idenity
strategy
social media

 

We were really impressed with Socha Design’s work-ethic, professionalism and overall approach. Jozef took time to understand our organisation’s identity, vision and values and gave helpful ideas about how we could develop and shape our relationship with the community we serve.  

I would highly recommend Socha Design to others and would not hesitate to use its services again in the future.

Lucy Melleney

Development Manager, Green City Action

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