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Matt Hassell
Matt Hassell
Chief Creative Officer at kbs+ canada
Toronto, Canada Area, Kanada
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TitelInnocence Canada Logo
Agentur
Kampagne Innocence Canada Logo
Werbende Innocence Canada
Marke Innocence Canada
PostedAugust 2017
Geschäftsbereich Gemeinnützige Organisationen
Story The process of overturning a wrongful conviction can take up to 10 years. Each one is a monumental victory for the wrongly convicted individual and for Innocence Canada. These infrequent victories are the reason the brand exists, so the idea was to create a logo that would celebrate each and every one. Prison tallies, or hashmarks, are a familiar means of counting time spent in prison. Innocence Canada’s logo is an ever-evolving measure of freedom.
Problem The process of overturning a wrongful conviction can take up to 10 years of work. Each one is a monumental victory for the wrongly convicted individual and for Innocence Canada. These infrequent victories are the reason the brand exists so we decided to create a logo that would celebrate each and every one.
Prison tallies, or hashmarks, are a familiar means of counting time spent in prison. Innocence Canada’s exonerees counted a combined 190 years. Our idea was for them to make one last tally – one that would measure freedom. This would form a new dynamic logo that brings the individual exonerees to the forefront of the brand.
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