Suicidology is an organization that deals with cases of depression in America. Its primary goal is to help those with depression overcome it, thereby allowing them to reconnect with society. Ultimately, their goal is to reduce the number of people that commit suicide every year.
There were two routes that we could follow with regards to this project, each of which has its own merits.
The first route was to give the organization a young, cool and fresh look, i.e. something less traditional, so that when a young person sees it, he or she can instantly connect with the organization and not feel very anxious about approaching them.
But the problem with this approach was whether a young, hip look would suit AAS' true image: one that had to stem from the fact that it was made up of well-trained and skilled professionals. Where would the line have to be drawn between professionalism and openness?
Our first concept was made up of their initials, shown in small letters, making them less intimidating. It connected the letters in a chain to symbolize strength and commitment to the community.
The second route was to have the letters in bold, all caps, big and strong. Since having three letters with one next to the other might have been a bit boring, we decided to create a mnemonic system, switching the positive and negative space in the middle letter, which made the typography look like A : S from afar, when it actually spelled out AAS. That would allow it to stick in people's minds more easily.
The advantage of this route is that it presents the organization in a stronger, more responsible and more professional manner.
In addition to their logo, we also created stationary material for them based on the second concept, that included business cards, folders, letterheads, calendars and notebooks.
