We were contacted by the project manager of the Integrated Equality Service for Leicestershire Partnership NHS Trust, requesting a logo for their Age Equality Campaign.
The client completed a design brief, from which we understood the logo needed to reflect age equality, but within each age group there were other protected characteristics e.g. race, disability, sex, etc. The client also wanted to incorporate the regional map of Leicester, Leicestershire and Rutland.
After two initial designs were presented, it was clear that we needed to focus more on ways in which to display such diverse groups. Using Lightwave 3D, we designed from scratch, a group of 3D/cgi models with differing characteristics including young and old, with or without a disability, heterosexual and homosexual. We also changed the colours of each character to show diversity across the group.
Lighter coloured hair and eyebrows were introduced to the elderly characters. To show that they were still active, the client suggested the inclusion of some type of sporting/fitness equipment. So towards the end of the project, one of the older characters is seen holding a tennis racket.
The final group of characters were placed together, in different poses and presented in a line, so that they would sit nicely above the main title bar, incorporating the words ‘Age Equality’ and within the boundaries of the regional map.
As the client required the logo to be printed on a campaign banner, the line of characters were rendered out at 6313×1973 pixels and incorporated into Adobe Illustrator, before being delivered in .jpg, .png and .eps formats.
On September 10th 2012, along with Age UK Leicester Shire and Rutland, the Trust launched the banner, marking the start of Older People’s Month.