121Turnaround work with under privileged youngsters in Bristol and Somerset who have fallen out of the education system or have come under the auspices of social services with a view to getting them back on track. They wanted a brand that appealed to these youngsters, something cool and non-conformist that would reflect the approach that the team took when interacting with the kids.
We wanted to create a brand that sat amongst other brands that the kids would recognise. Taking the lead from fashion brands like Gio-Goi, Vans and Adidas to create a logo that would appeal to the target audience. We used a bold font turning the ‘1’ around so that it felt like two people interacting and describing the process. The font was then paired down so the logo became more dynamic.
Strong colours were used to make the word mark incisive.