A brand identity redesign for a charity sector membership organisation.
The Institute of Legacy Management (ILM) had never properly created or updated their visual identity since being established in 1999, and realised it didn’t reflect their current values and goals. To move forward as a brand and an organisation, they decided to undertake a complete brand update and commissioned us for the project.
It wasn’t an easy task. The new brand identity needed to do – and be – a lot of things, as the ILM serves a broad audience with different needs, and who deal with a sensitive subject. Their members are entrusted with fulfilling people’s after-life wishes, so there were important feelings the brand identity needed to communicate.
It needed to convey trust and professionalism, but at the same time it needed to have a very human feel. It also needed to ‘champion’ the legacy cause, as the ILM aims to do – uniting their members with a defining spirit and celebrating their work.
These are difficult characteristics to balance all in one logo and brand identity. The design we created features a symbol made of radiating organic lines, like an abstract tree radial pattern. This manages to represent two particularly important qualities:
Legacy giving is all about continuation, transcending the passing of time. Also the continuous and consistent work of the professionals who work in the sector, which is constantly improving itself.
Each legacy gift is unique and individual, as are all of ILM’s members. The brand identity is intended to give them a renewed sense of belonging and inspire their work in the future.
The symbol is flexible enough that it can also be used as a graphic device, uniting all ILM’s communications in a visual language. It can be used in a variety of crops, colours and line thickness to give a wide range of possible looks.
As a separate project we also worked with ILM to redesign their website in 2017-18, in partnership with Digital Garden. We were asked to create an excellent online presence for current and prospective members of the institute. It needed to be well-designed, look professional, meet accessibility standards and follow modern web best practices.
See the full website at www.legacymanagement.org.uk
The Institute of Legacy Management (ILM) is the membership body for legacy professionals. The Institute was established in 1999 to provide professionals with a network of support and dedicated training services.