Civilia Hannover is an association, whose main objective is to improve cooperation between all sectors of the city. The association provides a programme created by Common Purpose, an organization that specialises in transdisciplinary leadership founded in 1989 in England. This programme connects leaders from all professions who play an important role in the future of their field.
Jonas Jordan, the programme director at Civilia Hannover, approached Studio Catana to create a new visual identity. At that time, all communication media included the association’s and Common Purpose’s logo, both created independently. As a result, the communication did not deliver a clear message. Studio Catana’s challenging task was to create a distinct and coherent visual identity, which would include the affiliation with Common Purpose.
The identity is developed based on the concept at the heart of Civilia’s challenges: the link. A visual system using the slash allows words to be connected creating new associations. It simplifies both entities into a single sign and creates the new logo. The system can be easily reproduced across a broad range of communications materials using any text editor. The green tone – the primary colour of Common Purpose – is preserved and completed by a red orange colour of the same intensity. Studio Catana designed the letterheads, business cards, brochures, invitations, programmes, registration and evaluation forms and the website. The studio also created a manual containing layout instructions, enabling the client to create further documents in a coherent visual language.