GLUE is a new think tank, specialising in connecting brands and policy makers with a largely disaffected youth. The identity, which began with a naming stage, needed to appeal to a demographic of hard-to-reach 16 to 25-year-olds. A graphic language of bold patterns was created to represent the different groups and communities that GLUE brings together. These contrasting patterns are physically joined by a unifying wordmark, to form a simple and memorable identity that sits in stark contrast to the jargon-heavy, grey identities that typify the sector.
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