April 2019 saw the historic creation of a brand new local authority, East Suffolk Council, replacing Suffolk Coastal and Waveney District Councils.

Our brief was to create a brand logo for the new authority which expressed the ambition of the project and its forward-looking approach. We knew a sense of the geographical area was key, so we built this into our creative planning.

The Council wanted their stakeholders to have the opportunity to be involved in the design decisions, so we created a range of options for the Council to share for opinions.

The preferred route was our design of a compass symbol pointing to the East. The block colours in the four quadrants represent different aspects of the area – the sea, the sky, the sun and the countryside. In usage the block colours can be replaced/enhanced with tinted imagery representing different aspects of life and community across the ‘super district’.

The distinctive ‘point’ aspect of the design also allows the logo to be used easily for wayfinding, and the simplicity of the design means it can be used in a host of applications.