Atlantic Active Alliance

Brand Identity, Design

Logo and visual identity for Atlantic Active Alliance, a network for people who are working to promote active transportation across Nova Scotia.

July 2019
Halifax, NS, Canada
Ecology Action Centre
Upland Planning + Design Studio

I was assigned to design a logo and identity for a new organization in Halifax that would express its purpose, as a union with a focus on Active Transportation.

The idea of this logo is inspired by a trail that is broken into nodes and signifies connectivity and networking. Trail sections are connected together with a node and form a smallcap ‘a’. Smallcap letters are rounded and flexible which gives an activity and movement feeling. To maintain this sense, bright and high contrast colours are used.

Museo Slab a slab serif typeface is chosen for headers and accompanying Usual s sans serif typeface for copy content of the materials.