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IMPAKT's gazebo at a sunny outdoor event, the rings mark and IMPAKT housing & support large on its side, a table cover reading our mission is to end homelessness, people at the stall and trees behind
Client:
IMPAKT Housing & Support

Relaunching YMCA Bedfordshire as IMPAKT

Helping YMCA Bedfordshire undertake a brand refresh and relaunched with their new name, Impakt.

New brand launched and supported by 7 sub brands, comprehensive guidelines, numerous online and offline design creations, and bespoke concepts to support creation of building signage and living interiors.

The IMPAKT mark refined with an open circle, the i standing in front of the rings, beside the wordmark, in white on dark green
The IMPAKT mark refined with a fully enclosed circle, the rings and the i wrapped together, beside the wordmark, in black on white

The brand and its sub brands

The emblem consists of three circular lines, paying homage to the core brand values. Our starting point was to look at the core activities the charity operates in and match them to symbolic lines and shapes. Tree rings for growth, urban grids to represent homes and housing, topographic maps that represent communities and fingerprints that represent people, individuality and making a mark.

Our rationale for the IMPAKT emblem: a tree ring, a street grid, a contour map and a fingerprint, for roots and growth, buildings and housing, communities and empowerment, equal to the three rings around an i

Taking these as a basis for design, the Impakt symbol brings these ideas together into a simplified but very distinctive single geometric shape. Each ring represents one of the core values (aspirational, caring and empowering).

Colour options for the IMPAKT rings: vibrant, pastel, dark, gradient and single colour sets, with yellow for aspirational, green for caring and blue for empowering
The IMPAKT housing & support logo from the brand guidelines, on light grey and reversed on charcoal

The rings wrap around the letter ‘i’ of Impakt and gives a nod to the ‘individuality’ of the charity that is not afraid to do things a little differently.

The IMPAKT colour palette from the guidelines: grey, yellow, green and blue, each with its tints
Font exploration for IMPAKT: the wordmark beside the rings in a dozen typefaces, light and bold, capitals and lower case
The IMPAKT Housing sub brand from the guidelines, its mark large on a slate blue band
The IMPAKT Domestic Abuse sub brand from the guidelines, its mark large on a purple band
The IMPAKT Interiors sub brand from the guidelines, its mark large on a grey violet band

In numbers

  • 7sub brands alongside the new IMPAKT group brand, in the 2021 guidelines
Simon Baghomian, Creative Director & Founder, Ideate Partners

Helping YMCA Bedfordshire relaunch under a new name was a big responsibility, and I never took it lightly. We started from the work they do every day and the values behind it, and drew a ring for each value, wrapped around the i in IMPAKT. Then came the sub brands, the guidelines and our ideas for their signage and interiors.

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