The ministry wanted a more powerful expression that could propel them forward. This urged us to replace the existing typeface with a bold and expressive typeface, Campton, which proved a more suiting and contemporary companion to the ministry’s logo crown.
Embracing the purple colour as primary identity maker and selecting a much smaller palette, the ministry has been given a slimmed-down, more wearable identity that affords them the flexibility they need.
The ministry’s website is large and deep. To counteract the complexity, we “purple-washed” the site and allowed the new redesign to simplify the site, while simultaneously enhancing the user experience in terms of structure and orientation.
We were inspired by the existing logo, a crown designed with one continuous line. The inherent sense of humour and playfulness encouraged us to further-develop a whole familiy of icons that allows the ministry to communicate efficiently with a high degree of recognition.