European Social Fund programme brand identity redesign
The Croatian Ministry of Labour and Pension System, Family and Social Policy commissioned a redesign of their ESF+ Programme logo and brand identity for the new funding period 2021–2027.
The redesigned brand identity of the ESF+ Programme “Effective Human Resources” communicates warmth, cheerfulness and green technologies.
The previous logo of the Programme was available in only one composition, which made it difficult to display on small dimensions. The client requested the evolution of the existing logo, i.e. keeping the characteristic colors and the recognizable motif of the “windmill person”. The red square at the center of the mark is an element of the Croatian coat of arms, and connects this logo to the logos of other Croatian European Funds Programmes.
The new logo is simplified and precisely constructed. I added the green color to the symbol because the client wanted the logo to appear cheerful, and due to the association with green technologies. The logo is available in three composition variants, so it’s easy to choose the one that fits the dimensions of the available space.
In addition to the logo and a comprehensive brand identity guidelines document, I designed numerous printed and digital materials, including:
- Business cards
- Letterhead and envelopes
- PowerPoint presentation template
- Digital brochure templates
- Printed posters, flyers, and brochures
- Apparel (t-shirts and hats)
- Ballpoint pens, notebooks, mugs, umbrellas and other goodies
- Vehicle decals
I designed a graphic symbol for each of the priorities of the Programme. Each priority is also associated with a characteristic color.