Mazovian Centre for Social Policy

Client: MCPS

Scope: corporate identity design, logo, symbol, graphic creations, brand book, promotional materials, environment - backgrounds, highlights, compositions, graphic details, graphic motifs, standards for writing advertising slogans and web addresses

Year: 2020

INSTITUTION

Mazowieckie Centrum Polityki Społecznej (Mazovian Centre for Social Policy) is an organisational unit of Mazovian Voivodeship Self-government responsible for social policy of Mazovia, its activities are focused on: persons with disabilities, addiction prevention, support for family and foster care system, senior policy, promotion of social economy, social programmes, social research, as well as it manages the voivodeship adoption centre and social welfare personnel. The enormity of its problem-solving activities means that the entity is divided into smaller departments directly related to the areas of activity of the institution.

GOAL? REBRANDING

Our task was to refresh the current image of a large institution with an extensive structure and range of activities.

Before starting the project, we analysed the institution's current activities in order to better understand its communication needs. Thanks to a productive dialogue and thorough completion of the brief by the client, we gained a lot of important information about the current status and became familiar with the client's needs. The credit for this goes to the client, who developed the brief very thoroughly, communicating us and the desired MCPS brand.

This allowed us to develop a plan of activities in which our goal was to modernise the image by: strengthening recognition, increasing the functionality of the identity, building a strong image of MCPS.

Instead of the already functioning logo with its heavy body and colours bringing to mind officialism, we created an identification communicating positive features such as: professionalism, friendliness, openness, efficiency.

LOGO

Due to the wide range of MCPS's activities, we decided during the consultation process to choose a shape referring to the letter C, for the Centre.

The result is a light, dynamic graphic sign surrounding the already recognisable abbreviation MCPS.
Guided by experience and good practice, we made the new logo refer to the previous one (wave/circle inside) and rounded the corners

We have decided to use a gradient in the logo which reflects positive energy and activity within the institution, it surrounds those interested with care and focuses the recipient's attention.

Assuming that the visual identification system is to be permanent, applied and used in the whole spectrum of information and promotion activities, we have developed many versions of the logo, which are applicable in specific cases.

DESIGN SYSTEM - Visual communication strategy

Apart from the logo, the selection and description of colours and typography, we have developed a visual identity and created rules and examples for graphic activities. We have designed various graphic elements and motifs that can be used in various types of graphic creations while maintaining coherence and recognition.

PRINCIPLES FOR USING THE LOGO

The Centre operates on a large scale, acting on behalf of the voivodeship, which is why it must harmonise with the Mazovia logo. When developing the logo we had in mind the proportions of the sign and the fact that the two brands will be constantly linked together on promotional materials.

The rules of using the MCPS logo with other marks in all configurations were developed, including the Mazovia logo, the MCPS departments and partner initiatives.

The exported files and rules of use will allow maintaining order in graphic projects.

LOGO OF THE DEPARTMENTS AND INITIATIVES

Personalised logos have been created for each of the 11 departments referring to the MCPS logo. Previously, many activities were branded with low-quality, disparate marks.

The new system of marks allows the full range of activities of the institution to be seen, will enhance the image of each department and emphasise affiliation with the MCPS.

SET OF TEMPLATES FOR ADVERTISING AND INFORMATION MATERIAL

We have prepared templates of all promotional materials to be used by graphic designers and employees of the organisation, such as: leaflets, posters, business cards, roll-ups, folders, banners, envelopes, document folders, document templates, presentation templates, email footers and others.

Shared folders with graphic files allow to find a specific project quickly, to complete it by an employee or to pass it on to a graphic designer. This reduces organisational and design costs.

VISUAL IDENTITY SYSTEM BOOK

All projects and creations have been described in the corporate identity book.

This allows employees and people preparing projects and graphics to become familiar with the standards concerning the MCPS brand.

We encourage you to familiarize yourself with the system:

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