Expressing partnership and collaboration.
Roane Alliance is an umbrella organization collaborating with five partner entities: Chamber of Commerce, Economic Development, Retire Roane, Roane Tourism and Education Matters. The branding challenge was to work in the best interests of each of these Alliance partners while promoting Roane Alliance as a whole. Designsensory’s solution: a flex logo system with elements that work both independently and together.
After examining customer touchpoints and branding applications to coordinate use in print, digital and environmental contexts, we chose colors that represent Roane County’s rich geography. Overlapping shapes emphasize the connected and collaborative nature of the Alliance. This flex system allows the brand to stay current through time.
The parent symbol is a series of colored shapes joined to create a stacked RA. The letters are set on a circle with a foundation of gray overarched with blue, representing the umbrella organization built on a united Roane County. The tagline, “A Unified Drive. A United Force,” signifies the strength and mission of the alliance and its entities. Additionally, each partner logo can stand apart from the parent logo.