How can we backward-engineer a parent brand from a group of its sub-brands?
The City of Edmonton Recreation Centres act as community hubs and provide Edmontonians with a wide variety of health and recreation opportunities. However, with new recreation centres opening year after year, facilities became disconnected and inconsistent in their individual branding practices. In order to help The City unify these facilities while still communicating the uniqueness of their individual offerings, we developed a modular visual identity system for the overall Recreation Centres brand that could be adjusted to reflect the different types of facilities.
We worked with civic and recreation centres’ leadership teams to understand the role of Recreation Centers in the City’s vision, and the diverse fabric of recreation opportunities offered by the City.
In addition to a logo, the system includes a colour palette, graphic shapes and textures. All of these elements work together to both strengthen each facility’s own identity, and identify them as part of a unified network. We sought in all of this to communicate the inclusive, diverse and optimistic character of the Recreation Centres’ brand.