A modern, vibrant rebrand for Toronto's leading civic organization.
CivicAction is a Toronto-based organization that drives civic engagement and social innovation. The organization’s original logo was dated. The colours competed and were too faint for consistent visibility and it's thin nature lacked scalability, making it difficult to read across digital and print materials.
Ultimately, it felt dated and didn’t reflect the high energy and strong impact of CivicAction’s work.
As the Design and Digital Lead at CivicAction, I used my experience working with the brand and leveraged the community to discover what would be the next steps.
Through consultations across the board, to design discoveries and presentations with Senior Leadership and CivicAction's Diversity Fellows, I designed a bold, impactful logo that still embodied the exlamation point, but created a stronger impact.
I chose to stack the logo on top of one another for 3 strong reasons.
The obvious, this allowed the font size to increase to improve scaleability
CivicAction's focus was 'city-building'. What better way to represent something scaling, building and impacting than having it grow on top of one another.
United and collective action. The exclamation point doesn't just exist in the action, it exists at every stage of the work CivicAction does. Keeping the visual motif of the exclamation point on top of one another allowed to showcase this metaphorical impact across the whole organization.
The final logo features a bold, modern typeface and an expanded color palette, giving it both energy and professionalism. Simplified shapes and thoughtful spacing ensure the logo remains legible and impactful across digital, print, and merchandise applications.
It was also important to build a logo that scaled and worked within the brand system of all of CivicActions sub-brands and alternate programmes. You will see that reflected in the work of the Diversity Fellows, and programmes such as CivicMatch.
Since the redesign, the logo has created a stronger brand presence, clearly communicating CivicAction’s dynamic and inclusive identity. This project reinforced the importance of balancing aesthetic vibrancy with functional scalability, ensuring a logo is both striking and versatile across all applications.
Copyright © Carita Marsili
.gif)
