Active Quarter
Active Quarter
This project is all about bringing people into the Active Quarter, creating a safe space for people to improve their mental well-being and to increase physical activity.
Client
Northamptonshire council
Northamptonshire council
Year
2023
2023
Category
Brand identity
Brand identity
Concept
Concept
The brief was to create a recognisable brand that can encapsulate the area of the active quarter in Northampton and showcase the activities and venues you can explore.
The brief was to create a recognisable brand that can encapsulate the area of the active quarter in Northampton and showcase the activities and venues you can explore.
Concept
The brief was to create a recognisable brand that can encapsulate the area of the active quarter in Northampton and showcase the activities and venues you can explore.
Research & Development
Research & Development
The Active Quarter brand is represented with an abstract logomark which uses negative space to create a path of positivity, potential, and possibilities.
The Active Quarter brand is represented with an abstract logomark which uses negative space to create a path of positivity, potential, and possibilities.
Research & Development
The Active Quarter brand is represented with an abstract logomark which uses negative space to create a path of positivity, potential, and possibilities.
Design
Design
The Active Quarter brand is represented with an abstract logomark which uses negative space to create a path of positivity, potential, and possibilities. The design of the logo was intended to work as a placeholder frame for future content such as photography and video, creating endless opportunity for content creation while still being able to coherently represent the brand identity.
The Active Quarter brand is represented with an abstract logomark which uses negative space to create a path of positivity, potential, and possibilities. The design of the logo was intended to work as a placeholder frame for future content such as photography and video, creating endless opportunity for content creation while still being able to coherently represent the brand identity.
Design
The Active Quarter brand is represented with an abstract logomark which uses negative space to create a path of positivity, potential, and possibilities. The design of the logo was intended to work as a placeholder frame for future content such as photography and video, creating endless opportunity for content creation while still being able to coherently represent the brand identity.
Outcomes
Outcomes
The final identity centres around a bold, abstract adaptation of the letter A, representing the “Active Quarter.” The lower indent of the letterform introduces an interpretive element, symbolising a path, track, or the River Nene, which runs through the heart of Northampton’s active zone. This subtle versatility allows the logo to resonate with multiple aspects of the area’s landscape and community life.
A cohesive brand system was developed alongside the logo, including typography, colour palette, and adaptable graphic applications for both print and digital contexts. Example use cases demonstrated the identity’s flexibility across promotional materials, signage, and social media.
The outcome is a modern, meaningful identity designed to grow with the initiative, helping the council and community present Northampton’s Active Quarter as a vibrant, welcoming destination for everyone.
The final identity centres around a bold, abstract adaptation of the letter A, representing the “Active Quarter.” The lower indent of the letterform introduces an interpretive element, symbolising a path, track, or the River Nene, which runs through the heart of Northampton’s active zone. This subtle versatility allows the logo to resonate with multiple aspects of the area’s landscape and community life.
A cohesive brand system was developed alongside the logo, including typography, colour palette, and adaptable graphic applications for both print and digital contexts. Example use cases demonstrated the identity’s flexibility across promotional materials, signage, and social media.
The outcome is a modern, meaningful identity designed to grow with the initiative, helping the council and community present Northampton’s Active Quarter as a vibrant, welcoming destination for everyone.
Outcomes
The final identity centres around a bold, abstract adaptation of the letter A, representing the “Active Quarter.” The lower indent of the letterform introduces an interpretive element, symbolising a path, track, or the River Nene, which runs through the heart of Northampton’s active zone. This subtle versatility allows the logo to resonate with multiple aspects of the area’s landscape and community life.
A cohesive brand system was developed alongside the logo, including typography, colour palette, and adaptable graphic applications for both print and digital contexts. Example use cases demonstrated the identity’s flexibility across promotional materials, signage, and social media.
The outcome is a modern, meaningful identity designed to grow with the initiative, helping the council and community present Northampton’s Active Quarter as a vibrant, welcoming destination for everyone.
More Works More Works
More Works More Works
©2025 Craig ferdinando
Go Back To Top
©2025 Craig ferdinando
Go Back To Top
©2025 Craig ferdinando
Go Back To Top
©2025 Craig ferdinando
Go Back To Top