The new Allied Media Projects Logo
The new Allied Media Projects Logo
Finding the letters A, M and P in the logo
Finding the letters A, M and P in the logo

Allied Media Projects has grown over the past decade into an organization that starts and supports many projects, including the ever-growing Allied Media Conference and the innovative Detroit Future program. Though there was existing Allied Media Projects logo, it had outgrown its usefulness and AMP was in need of an identity that not only described the organization itself but also acted as an umbrella under which current and future programs could exist. In past years, we designed logos for both Detroit Future and the Allied Media Conference, and after closer examination we realized both used the triangle as a central form. After researching the historical and cultural significance of the triangle, we decided that it would be the common thread tying the programs to their "umbrella" organization.

We came up with a central form that is built from triangles that spell the letters "A", "M" and "P". This central form is almost completely encompassed by a circle, except for a purposeful space left open to invite the viewer in. The beginning stroke of the "A" breaks through the outer circle signifying the boundary-breaking work the AMP network is involved in. We chose two fonts to use across the new materials and a two-part color palette that includes a set of "serious" colors supplemented by "fun" colors to add in when appropriate.

After the logo was finished, we designed a suite of identity materials including business cards, letterhead, flyer templates, an email template, and a brand usage guide.

Download the Identity Presentation that includes the different approaches we developed.

Download the Brand Usage Guide that demonstrates how to apply the new identity.

AMP logo with the Detroit Future and Allied Media Conference logos
AMP logo with the Detroit Future and Allied Media Conference logos
Examples of the "serious" and "fun" color palettes in use
Examples of the "serious" and "fun" color palettes in use
Two new typefaces chosen for AMP's identity
Two new typefaces chosen for AMP's identity
Diagram demonstrating how to consistently design AMP print creations, with an example design
Diagram demonstrating how to consistently design AMP print creations, with an example design

References:

"What matters is not the particular 'style' or form language that we use, but the degree to which it is adapted through the kind of process we are describing." (Michael Mehaffy and Nikos A. Salingaros in Frontiers of Design Science: Self-Organization)

"... [Adinkra symbols] represent objects that encapsulate evocative messages that convey traditional wisdom, aspects of life or the environment. There are many different symbols with distinct meanings, often linked with proverbs. In the words of Anthony Appiah, they were one of the means in a pre-literate society for 'supporting the transmission of a complex and nuanced body of practice and belief.'" (http://en.wikipedia.org/wiki/Adinkra_symbols)

Services Provided:

  • Brand Identity Development
  • Visual Design
  • Communication Strategy
  • Participatory Design