Consumer Society and Citizen Networks

If you follow the news related to logo and identity design, there’s a good chance you’ve seen this logo around in the last month or so. It’s the 2007 Eulda, The European Logo Design Annual, winner. What makes it even better, is that it was designed by a fellow Serbian, so my instant reaction was to get in touch with the designer and do a short case study showing a part of the design process. The fact that this article is live over a month after the winners were announced, is really my fault.

Consumer Society and Citizen Networks (Спільнота споживачів та громадські об‘єднання) is from Ukraine. Its purpose is the consumer protection and the task was to create a visual identity which would be applied to all their initiatives.

“We came up with the visual equation, Consumerism + Protection = X and did research on the symbolism for both. The bar code and the umbrella came up as a result which is when we started working on the visuals.”

At an early stage they reduced the number of lines in the bar code in order to make it more legible when reduced.

What followed was research on various umbrella icons used on boxes and packaging which led them to the final design, which very cleverly combines the two elements and uses the negative space to form the top of the umbrella. One of the ideas of the design team was that the stand alone logo mark, could also be used as a certificate of quality on packaging.

Credits,

Jovan Rocanov for Kaffeine Communications.