Considering the studio’s experience, TRiC opted to stick to its usual area of expertise when developing this attitude into a visual language. “Rather than comparing our clients’ to their competitors or their predictable industry positioning, we look outward to other areas of art, design, history and culture to search for parallel sentiments, tones or motivations,” says the creative director. No matter the client, “This, in a way, is our favourite part of the creative process, making connections between purposeful communication in unexpected areas and at the project at hand.”
Through this process particular, the creative direction became clear. “For example, how wonderful is the reactive nature of a passionate protest placard? Always bold, always underlined, and if there’s a full stop –it’s more than likely snapped a marker in the process.” Developing out creative sentiments such as this, TRiC’s next step was to embrace the organisation name itself, “leaning into the powerful words human, rights and law to straight forwardly communicate ‘This is who we are and this is what we do.’” The rebranded logo mark therefore is “firm, but friendly, confident and refined” managing to communicate all these elements in the act of adding a full stop.
Slight flairs of personality are added in actions such as this, but typographic details remain clear and direct by pairing Suisse by Ian Party with Tiempos from Klim Type Foundry. Colour is only added on more promotional items for HRLC, and “was a point of contention throughout the entire process,” adds Tristan. With precision and meaning leading every creative decision, the addition of colour offered a world of options, leading “to a lot of discussion around the representative power and subjective meaning of colour, especially in politics and activism.” As a result, while the framework of HRLC’s branding is strictly refined, the company’s work meant it “made sense for us to not use colour prescriptively but to instead use it freely and boldly”, creating a palette representing “the full spectrum of human rights in all territories – open to adjustment and updates as the brand develops.”
The result is a brand identity that at first appears simple but is truly nuanced in its creative thought process. Circling back to the subject of balance when creating visual identities ,Tristan adds: “Defining the tone of this brand was challenging, and something we had to balance carefully. There were multiple tones we needed to hit and adapt on a number of levels – genuine and visionary for the general public; optimistic and aspirational for its donors; firm and influential to government,” he says. “In a way, this is probably why the brand identity is simple at its core. It’s the encompassing brand system that allows for flexibility.”