Background
In-Courage is a local counselling and coaching service that gave me the opportunity to update their branding and website. I was so excited to work on a meaningful project and contribute to a small business that supports the local community. The purpose of the project was to create a brandmark that would communicate mission statement of providing the tools to help people step out in courage. The client brief specified that a symbol be included of either a person or compass. Creating an original logo with a compass symbol was a challenge due to its popularity. Every time an idea came to mind, I discovered that it had already been used.
Solution
After more research and concept sketching, I decided to use both ideas by combining the person and compass symbol. The compass arrow doubles as a cape for the superman, echoing the idea going out in courage. Moreover, the hand-drawn symbol and typography with softly rounded serifs were intended to reflect the human-centered approach. The simple and honest design approach was taken to reflect In-Courage's business values that support the local community.
