Taking inspiration from typical brain activity imagery I created a whole identity based on these fluid, organic shapes. There are an array of shapes, colour and treatments to choose from, along with other design elements that when fully realised creates a multi-layered identity that is both flexible, engaging and memorable.
Final logo - The goddess was redrawn and simplified so that it would work better at a smaller scale. Taking the goddess out of the blue lozenge also made the design cleaner and avoided having to reverse out the figure. The typeface was also updated to a more contemporary one.
Original logo
The British Psychological Society wanted a brand identity that was inspiring and flexible for their in-house design team. Below shows some of the brand guidelines for them...
The completed look...
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