A flexible brand system for an academic research study.
Industry
Research
Deliverables
Brand Strategy, Visual Identity
Corporate Accountability for Racial Equity (C.A.R.E.) is a comprehensive research study with collaborations across academia, consulting, and nonprofits to understand how corporate actions for racial justice impact the lives of Black people.Through employee surveys and discussions, the study uncovers corporate practices and measures their real-world effects.
The C.A.R.E. team wanted a brand that felt compelling and significant, and ultimately reflected their data-driven approach. To achieve this, we designed a brand system consisting of geometric shapes, vibrant colors, and bold typography that ultimately encourages corporate accountability.
Brand Strategy
C.A.R.E.'s brand strategy is rooted in a human-centered approach, focusing on the individual while holding corporations accountable for their DEI actions. They aim to inspire positive change without judgment, empowering both companies and their audiences to embrace progress.
Visual Identity
Logo Concepts
Our Brand Strategy process established key guidelines for developing their logo concepts:
- A bold, compelling design that inspires action
- Geometric shapes to reflect a data-driven, analytical approach
- Consideration of the C.A.R.E. acronym
Visual Identity
Logo Design
The selected logo combines custom sans serif lettering with bold, geometric shapes that illustrate the C.A.R.E. acronym and can be easily transformed for different formats.
Visual Identity
Brand Colors & Typography
C.A.R.E.’s bold color palette and modern, clean fonts work together to convey confidence and a commitment to change. The combination reflects the brand’s proactive approach to inclusivity and accountability.
“Lucent Studio crafted a package that not only aligns with our vision, but also resonates with our audience. Their passion and process ensured meaningful design and that our message was effectively communicated, enhancing our brand presence for years to come.”
