In spring 2023, I was assigned to create the brand book for the Swedish School Counselors Association. The association is a non-profit professional organization that works to strengthen the professional role of school counselors in various ways. 

The organization's main goals are to create networks, influence public opinion, and develop competence. The focus is on providing digital forums and meeting places for experience exchange, participating in societal debates, and to offer relevant education to strengthens the councelors' roles in the students' learning and well-being.

The communication should cater to and address both children and adults. It was important to the client that the graphic profile was structured, yet soft and playful.

By choosing a rounded sans-serif typeface, welcoming colors, and a custom library of graphic elements in the form of hands and facial expressions, I hope that the association can communicate its messages to authorities, schools, and attract new members in a light-hearted and clear manner. 

Individual project, Oh My.

The school counselors' previous logo has been a part of the association since its inception in 1961 and is dear to their hearts. 

Therefore, I chose to base my design on this, change the typeface, and create a slightly simpler tree symbol so that the logo aligns with the new graphic profile. I also made sure that the logo is available as an icon, to be displayed in smaller sizes on various digital platforms.

The logo resembles an oak tree as well as a brain - winking to both history and the future.