Creating the new logo was a lengthy process that took many months of to'ing and fro'ing between Alopecia UK, AAR-UK & our Graphic Designer, Rob Newman of Toasted Designs.After putting a project brief together, Rob came up with several ideas for us and then the favourite was eventually developed into our new logo.
The new logo is inspired by a dandelion.The dandelion, like alopecia, has associations with loss. While we did want to incorporate this element we also wanted a logo that would feel very positive, with a shape that would feel distinctive and stand out from the crowd (also like alopecia).
There is a nod towards hair loss with some florets missing and a space in the middle which could be seen as a patch of alopecia. We felt that visually the shape is in keeping with alopecia as a whole and would hopefully resonate with the alopecia community.
Our choice of colours were important.Over the last few years Alopecia UK introduced two blues into their colour palette and, through our awareness events, blue seemed to become synonymous with alopecia with many people referring to the ‘blue army’ or their ‘blue family’.As such we felt that it was important to keep blue quite strong in the logo.The most distinctive colour from AAR-UK was their bright pink and as such we have introduced this into the colour palette.We felt that having the single floret of pink made it ‘pop’ against the blue.We’re excited to bring pink to the palette as this gives us a third colour to work with across our merchandise and also within our branding.
Although based on the dandelion concept, we like that the final shape is actually open to interpretation with our previewers saying that it looked like a flower, a firework and a starburst.
Of the new logo, our designer Rob Newman says:
"Several months in development, it was inspired by a dandelion. But what is a dandelion? Is it a wildflower? A weed? A herb? It can be all these things. It is open to interpretation. It can be seen as an energetic starburst jumping into the world, saying 'this is us!' It is a motif made up of many elements demonstrating community, and support within that community. The elements form the cornerstone of a flexible identity system, adaptable to future communications both online and in print."
Overall we are really excited to have our new logo and to be able to gradually start rolling out new branding across the whole charity, reflecting this new chapter in our history in which Alopecia UK & Autoimmune Alopecia Research UK have merged into one charity.We hope you like it!