Safe City – City of Sydney
A psychological approach
The brief was to design a wordmark using ‘Safe City’. Although ‘Safe City’ tells what the programs are about, the word ‘Safe’ to some people could be alarming and implies that the city is unsafe.
To eliminate prejudgement, the program should create positive impression that communicates the benefit of ensuring safety – it is about people’s well-being, a carefree inner-city living lifestyle. To build trust in the audiences, the wordmark should look friendly and approachable.
Violet is chosen as a primary colour for its influence on creating harmony of the mind and the emotions, as well as its vitality given by the mix of red and blue.
Considering that it is very easy to lose consistency as the Safe City materials will be produced by different teams at the organisation, primary colour violet is strictly used across all marketing collateral. A selection of pastel colours is only used sparingly to differentiate the initiatives.
Note: Safe City is copyrighted and owned by ©City of Sydney.