Islington Guided Walks identity

Clerkenwell and Islington Guides’ Association

The Clerkenwell and Islington Guides’ Association asked us to devise a new identity for them that would complement their formal heraldic enamel badge. The new identity would need to be modern, friendly and inclusive, reflecting the relaxed and informative nature of the walks they offer.

Our design for the new logo features a modified drawing of Mercury, the messenger of the Roman gods, in this instance wearing casual trousers and a pair of sensible shoes. The slightly rounded typeface contributes to the less formal look. Red was used for its brightness, and also its links to Islington Council and Arsenal football club, whose grounds are in the borough.