Case Study: ASPIRE Relationship Education
ASPIRE Relationship Education is a new non-profit corporation whose mission is to educate, equip, and empower individuals to make positive choices leading to healthy relationships. They focus is on building character, confidence, and self-control through their various in school programs.
The primary goal of the ASPIRE logo was to create a brand that stood out in an energetic way while remaining clean and professional. Not only that, but it also needed to be used in a variety of different ways and be able to grow with the company over time.
To meet this requirement, the logo utilizes a friendly, soft sans serif style as well as a custom “A” that can be used as a part of the main logo or separately. This allows the identity to be approachable while maintaining a sense of professionalism.
Early sketches revolved around creating a logo that didn’t use an emblem or icon at all. The idea behind this was to create a very sleek and modern logo that would thrive more on the use of color and spacing rather than on imagery.
I also spent time focusing on a design based on the “A” in ASPIRE. The thought behind this was to create a mark that could work alone and in unison with the rest of the design.
In early versions, the logo was entirely straight and boxed in. However, this execution did not line up with the desire of the brand to be hopeful and energetic.
The idea was to base the design around color. I thought by keeping the word mark simple and using vibrant colors and gradients I would be able to achieve the energy I was looking for. The end result was a mark that felt more corporate and boxed in than what the name ASPIRE implies.
This is where I began to introduce the use of an icon mark. The result was a more stylistic “A” that not only brings a sense of energy but is used intentionally to further recognition and leave a memorable impression. The sweeping crossbar of the “A” also provides movement to the piece and further enhances its individuality.
And unlike the previous iterations that focus on color, this mark still achieved a sense of energy even in grayscale. I then began to explore how the mark would/could be paired with various logo types and fonts. In order to complement the softer icon, I decided to use a similar soft rounded sans-serif style font.
The final result is simplistic but provides an extra level of symbolism. The swooping crossbar of the “A” gives a subtle nod to the idea of an out-stretched arm. This symbolizes the idea of ASPIRE being a service that desires to bring hope and compassion to the people it serves.
The final solution also meets the need of the brand to be versatile. Whether using the main logo or the alternatives, the overall identity allows for the ASPIRE brand to stand out while remaining clean and professional.
The color palette uses a slightly brightened blue as it is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, hope, and faith. All things desired by the ASPIRE brand.