'Glasgow Basket Brigade' (Christmas 2019)

Case Study part 1 - Logo

'One basket can bring hope to a family.'
In October 2019, I became involved in an event organised by Louise Graham. Louise is a person who has experienced a time of hardship at one of the most tough times of the year in London. She got involved with the London Basket Brigade in 2018, an event which aimed to help those in poverty at Christmas time via the delivery of 1,900 food hampers and volunteering in the event changed her life more or less. Overcome with emotion she became empowered to bring the basket brigade experience to Glasgow in 2019. However, she needed some helping hands... This is my story of how I got involved and how I created an identity for this event.
Main website
It started with a Facebook post...
I am one of the many on an exclusive group on Facebook called the Glasgow Girls Club. I came across Louise's cry for help on this group one Sunday afternoon in a post on that group. She was searching for a small army of dedicated volunteers with numerous skills and backgrounds. I volunteered as a designer via a reply and I was in. My mission was to give the Glasgow Basket Brigade an identity - create a logo and expand the brand throughout various platforms and media.
Research - London 2018
I did a lot of research, This board shows images of the London event Louise was involved with in 2018.
Research - Basket Brigades
Research on ‘Basket Brigade’ events across the world. I studied carefully the branding of each event.
Research - Charity logos
A board of various charity logos, focusing on Scottish organisations and events. I looked at the colours and images.
Research - Christmas
Lastly, some Christmas images, capturing the colours and imagery of the season.
Next comes the next phase - the all important mind map; the part where I pick out concepts for my designs.
Idea 1 - Charles Rennie MacIntosh
To start, I picked out a Glasgow icon - Charles Rennie McIntosh. Looking closely at his Art Deco-styled artwork and furniture
Idea 1 - Charles Rennie Mackintosh
A few chairs and the Willow Tea Rooms signage is what inspired me to do the first sign. I was also keen on incorporating the basket idea into these designs.
Idea 1 - Charles Rennie MackIntosh
Sketch book workings - I attempted to create a ‘heart’ out from the design of the back of the chair, but it failed. However, I decided to look at criss- cross designs. A lattice design was randomly made which looked like a basket. All I needed to do was to tweak it to look like a basket.
Idea 1 - Charles Rennie MackIntosh
I worked hard on the lattice's shape and it started to resemble more like a ‘proper’ basket design. It came to be by tilting it in various directions.
Idea 1 - Charles Rennie Mackintosh
These were the developing ideas for this logo, using the McIntosh typeface and a modern colour scheme.
Idea 1 - Charles Rennie Mackintosh
The final design. A more Christmassy font was chosen rather than the previous. Using pastel shades and green and purple berries!
Idea 2 - Christmas Ribbon
I looked at the lattice design further. Playing with paper then vector graphics, this became a ‘ribbon’ design. The ribbon extends as though it is like a present wrap and I added a heart in the middle of the ribbon to bring out the warmth of the event’s message.
Idea 3 - Vintage
My last design was photographic using a mixed media of craft paper and wood letters.
Ideas conclusion - 'The One'
I sent my designs to Louise and the team. They loved the ribbon design so it was up to me to progress it further.
The Spark
Developing the ribbon went well. The long, loose piece was cut off thus turning it into a bow. I also added colour and basic fonts to start out. Louise really liked the yellow one at the top as the simplified design of the bow spoke volumes and brought out the message of ‘a gift to those in need’
Extra Research - Palettes
Colour was important; I looked at many palettes. Louise was looking for something modern and classy. I looked at a few online alternative Christmas palettes plus one recommended by Louise herself.
Development 1
Starting off working with the red, yellow and brown palette I worked on a few layouts and font variants. Louise preferred the text to the right of the ribbon. The typography had to stand out well and be easily readable. I tried several fonts however one that stood out was ‘Abraham’. It worked well and after a thumbs up from the client I moved onto the next stage.
Development 2
I then started playing around with palettes. many colour combos were explored. I looked at bright colours and not necessarily Christmas ones. I learned from this that the ribbon was better in white on a darker colour as a coloured ribbon on light background just didn’t work the same. However, after client consultation, some changes had to be made to the design of the star first, plus some added text.
Development 2
Louise pointed out that a member of the organising team noticed that the ribbon looked too much like a Christian star. To make the logo ‘for everyone’, I tweaked the size of the ribbon for all the points to be of equal size; looking like an asterisk but not forgetting about the ribbon aesthetic. Also, Louise needed the date to be added to the logo. So, I alternated the ‘2019’ bit below the title to just ‘Christmas 2019’. This was later changed to the date approaching the event. At the same time, I also sent the final colour combinations to Louise. The logos had to consist of a two-colour combo which would alternate between the background and text box/heart. These two colours would also be used throughout the online and printed branding to keep consistency. The green and alternate red where chosen as the two to go for as they were Christmas colours but with a different hue than basic CMYK colours.
Here is the final Glasgow Basket Brigade logo stylesheet. This shows the full 3-colour palette (inc. white), profile pictures for online use and plain black/green/red vector versions if needed. This was made just in time for the start of the Glasgow Basket Brigade’s big campaign. Please read part 2 - Carrying over the brand