Branding and Identity

The brief was to create a brand identity for Morley with the aim to unify the town’s identity across all communications and help position Morley as a destination. Also to implement this across the Town’s Investment Plan and related documents, which will reflect the local vision and provide an overall sense of coherence to constituent elements.

The existing identity was haphazard across each of the five pillars; Heritage, In Bloom, Arts Festival, Market and Town Council. It was really important to bring a heritage brand up to date. Inspired by the history of Morley and it’s links to the textile industry which dominated and shaped the town with mills across the countryside, this gave us the starting point to build an identity on.

The new Morley logo – modern with a sense of character and place. I wanted a typeface that was
bold but had an element of playfulness. The letter O became an icon and was used as a window
and frame device, while the letter Y was reminiscent of the factory mill chimney stacks.

I then went on to develop the primary colour palette across each of the 5 pillars. Plus some secondary colours for vibrancy. Each of these core colours had an accent colour to grab attention and highlight information.

Finally I put together a Brand Guideline Document for the design teams at Morley to use and implement across all in-house marketing.