Translation Bureau

Roles

Brand Identity System
Design Strategy
Illustration

Timeline

May — August 2022
4 months

CLIENT

Translation Bureau - Public Services and Procurement Canada

Tools

Illustrator
InDesign
Microsoft PowerPoint
Microsoft Word

Project Overview

The Translation Bureau is a federal institution within the Public Services and Procurement Canada (PSPC). It supports the Government of Canada in its efforts of ensuring effective communication between Canada's diverse linguistic communities, in both official languages, Indigenous languages, foreign languages as well as sign languages
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As a major part of my work as a graphic designer, I was tasked with the honour of redesigning the branding and visual identity for the Translation Bureau.

Goals and Challenges

Create a dynamic brand identity that ensures scalability and maintains consistency
Design for both print and digital assets in mind
Stay true to the brand's heritage and history while establishing its longevity over time

Research and Conceptualization

The research and conceptualization process for the new brand began by delving into the Bureau's foundation, mission, and vision. At its core, the Bureau stands upon four significant pillars: technology, outreach, business model, and diversity. However, beyond these pillars, the client conveyed a deeper aspiration for the brand to reflect their ethos of hard work, fluidity, and collaboration.

With these directives in mind, my goal was to infuse these pillars into the brand identity while capturing the essence of the dedication demonstrated by the Bureau's employees.

Development

The goal of the visual identity is encompass the Translation Bureau's four significant pillars and the dedication and collaboration within the Bureau.

Starting with the logo, each pillars are represented through the different coloured shapes. The elements of the logo compasses a design that embodies the flow, collaboration, teamwork, and togetherness among the people of the Bureau in bringing out the best when it comes to its service.
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In further developing the identity, I then broke down the logo's elements and transform it into graphic pieces to apply it to various assets, such as patterns, backgrounds, etc.

typeface

Franklin Gothic URW was carefully selected as the typography for the Translation Bureau's visual identity, offering a clear and professional aesthetic that aligns with the bureau's values. With its range of weights and styles, Its compatibility with web usage and print applications ensures consistent and accessible representation across many platforms.

color

Since the Translation Bureau is affiliated with the Public Services and Procurement Canada, our options for a fresh color palette were limited. We were tasked with retaining PSPC's colors while introducing a new color to distinguish the Translation Bureau. With that, we introduced the turquoise as a vibrant addition, offering the Translation Bureau its own distinctive visual identity within the framework of its parent organization. The new color symbolizes the trust, reliability, and connection with the bureau.