Recently founded by the government of Quebec within the University of Quebec at Trois-Rivières (UQTR), the Observatory of Central Regions (ORC) joins a network of five observatories dedicated to the planning and sustainable development of territories. It is therefore to develop a distinctive brand identity at the ORC that the services ofeklore were retained.
The positioning of the ORC and its brand personality were defined in collaboration with the client to clearly differentiate this new player entering a complex ecosystem. To achieve this mandate, Eklore teamed up with 12h30who perfectly embodied the brand’s personality – intelligent, innovative, accessible, cooperative and warm – in the new visual identity. “The teamwork was very rewarding from start to finish, always professional and creative. This is exactly what we hoped for our brand image!”, underlines Karine Lacassecoordinator of the ORC.
Symbolism of the logo
The logo is inspired by the acronym ORC and conveys several key symbols:
- Observation : the two semi-circles form a pair of binoculars, symbolizing the vision of the future.
- Indicators : geometric lines embody the scientific character, referring to graphics.
- Territory diagram : these same lines, all curved, symbolize roads, lakes and green spaces.
- Sharing and mobilization : the whole symbol forms two people who support each other, support being at the heart of the ORC’s mission.
Color palette
The visual identity uses a palette integrating ocher and green, in reference to the UQTR, but also sky blue, orange, lime green, beige and deep black, which, once juxtaposed, allow it to to look forward to the future!
Credits
Client: Central Regions Observatory (affiliated with UQTR)
Brand strategy: Eklore and 12:30 p.m.
Artistic direction and graphic design: 12:30 p.m.
Canada
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