Rebranding Lok Chi Association
Brand Identity, Graphic, Print2013 | Collaborative Client Project Individual Part: Lok Chi Association
Getting rid of the stereotypes of intellectual disabilities with brand identity.
Problems
Objectives
Problems
The original logo conveys a concept
that a person with intellectual disabilities
relys on another person who is taller and stronger.
Objectives
In this project, we aimed at helping Lok Chi Association and their members to get rid of the stereotype of intellectual disabilities. Intellectual disabilities are usually labeled as dependent and incompetent. After several visits, we believe this occurs due to uncertainties and misunderstanding of themselves. In light of that, we decided to use a star to represent that their hidden talents.
Logo Concept - Star
Within the new identity, star represents they are always shining but waiting for discovery. The smiling star, which is surrounded by joyful faces and talking bubbles, is presented in a negative space aligning with the belief of the association. Five vivid colors are chosen to convey the dissimilarities of people and also build the cheerful atmosphere for the brand.
Brand Stationery | I utilized the talking bubble in the logo to form a pair of double quotation marks. It represents that Lok Chi Association puts weight on communication among people.
