Innocent does Good for Nothing. Brixton Reuse Centre visual identity brief

1. September 2011
Brixton Reuse Centre: Graphic Design Brief
1. Summary Brief
Creation of a graphic identity for Brixton Reuse Centre (BRC), to be employed within
the logo, publicity, website and eventual building signage.
2. Organisation Description
BRC will be a hub for the creative reuse, recycling and up-cycling of waste materials
and products by enterprising individuals and groups that use „waste‟ as their raw
material. Through this process, the centre encourages entrepreneurial activity,
facilitates training and up-skilling, integrates waste into economic streams, and diverts
waste material from landfill. The centre will be located in disused garage spaces
beneath a residential building on Paulet Road, Brixton.
BRC Mission Statement [current draft]
BRC is a platform for local reuse and enterprise development.
BRC aims:
- To activate a passionate community of ventures creating products and
opportunities from waste.
- To provide a local one-stop shop for the rescue, repair and reinvention of
waste as a resource.
- To pilot and showcase new approaches to reuse that offer inspiring and
viable models for others to follow.
BRC values:
- Creativity
- Passion
- Innovation
- Viability
- Diversity
- Participation
More information about BRC is available at:
www.brixtonreusecentre.org [new blog]
www.remadeinbrixton.org/brixton-reuse-centre [Remade in Brixton is the
“parent” organisation of the BRC project]

2. 3. Detailed scope of works
BRC requires a coherent identity to make it recognisable as an entity across the
following areas:
a) Logo
b) Specific font and colour scheme
c) Website (initial visual concept only)
It should be noted that the website at this stage requires only an initial visual concept,
providing guidance for a web designer [to be selected] who will subsequently
implement the functioning version.
Additionally, BRC will subsequently require a design strategy for Building Signage
(both interior and exterior). While this is not included within this scope of works, it may
be advantageous to consider this requirement at this stage.
Detailed Scope:
a) Logo: The logo must: - Be highly recognisable, distinctive and fairly
simple
- Convey the ethos of the Centre (i.e. the notion
of self-made, re-use, creativity, make-do-and-
mend, etc.)
- Be easily replicable in both black & white and
in colour
b) Font & Colour Scheme - Must be in keeping with other graphic items
- Must be easily legible
- Should be easily integrated into other graphic
items e.g. publicity, website etc.
c) Website - The website design should be a visual
- impression of how it might look only (a working
webpage is not required at this stage)
- Have a visual style in keeping with the other
graphic design items that conveys the ethos of
the centre (see Logo)
- Convey important information in a clear and
easily accessible way
The final working version should: - Be easy to maintain & update (e.g. possibly
wordpress / tumblr )
- Act as a point of facilitation for all those
involved (e.g. may require a simple booking
system, payment system, form downloads etc.)

3. 4. Package
It is hoped that the creative team would be able to provide a package of these
items (e.g. logo, colour scheme, font and visual impression of website) that are
graphically coherent and work together to form the graphic identity of BRC.
5. Time Schedule
- 14th September: 6.30-7.30pm Briefing drinks, venue TBC
- 15th September: Innocent creative team working Good for Nothing-style
at Piano Club, 9 Brighton Terrace, Brixton SW9 8DJ London