Canolfan Abbey Road
Brand Identity
|
2021
|
Brand Identity | 2021 |
The brief
Canolfan Abbey Road, a mental health centre in Bangor, Wales, came to Cardiff School of Art & Design (CSAD) for a rebrand including a new identity and supporting assets. The goal was to reach a broader audience while staying true to the charity’s core mission: tackling mental health in a community-focused, creative way. The brief was clear, to make the brand feel lighter and brighter.
Another key aim was to develop a branding strategy that could help secure new revenue streams and increase funding for this smaller charity.
The approach
Our team consisted of myself, Conor, Hannah, and Harry. We agreed that Canolfan Abbey Road didn’t need a complete overhaul. Instead, we focused on a refresh, building on the strong foundation already in place. We wanted evolution, not revolution.
We started by analysing their existing logo, which already carried many meaningful ideas. From there, we crafted an adaptable, functional identity ready to grow into a full set of brand assets.
Since this was a group project, I’ll focus on the areas where I had direct input, while crediting my teammates where due.
Functionality
Evolving the logo meant making sure it was instantly recognisable and worked seamlessly across digital and print. It needed to stand out in the community and be easy to reproduce, even by hand if needed.
The logo performs equally well in colour and black and white. It’s scalable, clear even at low resolution, and accessible for viewers with impaired vision.
Colour palette
Every colour was chosen carefully to reflect the centre’s values and practical needs like contrast and legibility.
Typeface
The typeface was taken into extremely careful consideration. We believe that SK Seren allows for a playful and creative form and feel, which represents the 'artsy' nature of the centre, without compromising the legibility. Almost like a hybrid between both a serif and sans-serif it offers exactly what is asked for in a spirited yet functional typeface.
Another compelling reason behind this selection was the name. "Seren" being Welsh for "star" which links nicely to the idea previously mentioned of a "brighter future" which is conveyed through our biggest star - the Sun.
Brand engagement
Getting visitors involved is key to growing the centre’s reach. People struggling with mental health want to feel safe, included, and connected. Engagement encourages return visits and spreads awareness through word of mouth.
To support this, we designed branding assets that invite visitor participation. The simple, hand-reproducible logo lets visitors contribute by creating their own versions — perfect for less formal materials. This visitor-focused approach keeps community at the heart of the brand.
Digital presence
Expanding visitor demographics means boosting social media beyond Facebook. Instagram and Twitter are natural next steps to reach younger, more diverse audiences.
Posters
Alongside digital growth, print marketing is vital locally. Our posters follow a clean grid based on the logo’s shapes for maximum clarity and impact.
We also proposed visitor-created prints as products to sell — both engaging the community and opening another revenue stream.
Wearables
Garments and merchandise are designed with two goals: interaction and income. Visitors could help make these products in workshops, making each piece unique and personal.
Bees
Canolfan Abbey Road plans to keep bees, a promising new revenue source. Beyond honey, workshops could teach candle-making and reusable food wrap crafts. Products could come with loyalty cards to encourage repeat sales. Even corporate materials, like envelopes, could be sealed with beeswax to reinforce the brand’s identity.
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