I started by researching some local housing associations. As with the logo exercise, I was surprised at the simplicity of the designs - and the related importance of communicating quickly a brand image to the potential customer/audience.
I started to work on some possible designs which I sketched out and have included below. I started by playing around with the capitals, creating symbols out of the shapes of the letters, etc.
I had come up with a horseshoe for the C, two chairs for the H and a house for the A. I showed these early sketchings to a few friends and the consensus was that it was too busy and that I should work on one of these. I felt that the house was the most relevant and started to look at how I could fit this into the overall design. It was only with some more messing around that I realised the capital H fitted into the A making a house shape and a ladder up to it - a visual metaphor the step onto the housing ladder.
After further jottings I came up with the design below:
I decided to compare the layout with some other alternatives just to make sure before resolving to go with the third of the three designs below. In practice I would provide the three as options to the person commissioning the work.
The next stage was to think about colours I wanted to use. I went back to the part of the course on colours to see what sort of colours would be appropriate. I wanted to go with a modern yet homely feel and decided that a green brown-red combination worked well together. The green was fresh and therefore worked well with the word 'chance'. The red-brown for 'housing association' provided warmth and reassurance - important for a housing association. I decided to bring out the logo in black as this worked well with the other two colours.
I tried a few typefaces and settled on Century Gothic which gave it a crisp, modern readable look which I felt would appeal to the target audience. The overall look still seemed to be missing something. I decided a yellow circle as a sun would balance the logo nicely - it adds an optimistic note and balances the composition. I went back and looked at the examples of other housing associations and decided to add the final touch - a tag line underneath explaining what the organisation did. I settled on Century Gothic, but this time in bold lowercase - partly to contrast it with the rest of the logo, but also to bring out the black of the house-ladder logo.
I then started to design the letter head. To reinforce a house style I used Century Gothic (Regular) for the address and used green. I then sandwiched this with bold lowercase black for the website address. I feel this gives the letterhead as a whole a nice balance a contrasts especially effectively with the sun. At the bottom of the letter I used the brown-red as the dividing line and small print, sandwiching contacts details in black in between - again all in Century Gothic Bold.
Although I'd almost finished I still felt I'd underplayed the key house-ladder logo and so used this again very faintly on the paper itself. I printed this off and was relieved to see that it did not obscure the other aspects of the letter head.
Designing the business card, it was important to maintain uniformity. I kept the logo the same and went for a similar balance of colours, although I did have limit the rest of the card to green and black to avoid the business card becoming too busy and looking unprofessional. I retained the feint logo in the background and, overall, am pleased with the result.