RITHMS’ target audience: international government agencies. No pressure. We needed to create a visual identity that felt appropriate for officials and also conveyed a sense of connection to reflect the interdepartmental work that RITHMS does.
With the EU project in its infancy, it was important to focus on something clear, bold and easily recognisable as part of this multinational project.
We began by exploring the idea of networks and the connection between organisations. The ‘connected arrow’ brand mark was initially inspired by the string and pins of an investigation board, which we updated for a modern channel to reflect RITHMS’ work to use collaboration to stop criminal networks. This developed into a mark that shows the connections between elements, information or locations.
The colour scheme is consciously high impact and contributes to a sense of ‘alertness’. The brand mark is clean and simple and its versatility is demonstrated in its uses as a wayfinding arrow, call to action and content frame.