Madison Shackell-York designed SAFS' new logo. Here is a brief summary on how the graphic designer arrived at the finished product.

"My main objective when designing is to ensure that the design emulates and embodies the character, the personality and the values of the brand I am designing for. So when tackling the brief set by SAFS, my first port of call was to thoroughly research what SAFS  as an organisation, stood for. It wasn't until I read the mission and vision statement that something stood out to me. 

It was through the core values of care and support that gave me a starting point using ligatures as a way of representing this typographically.

A ligature is when a letter is connected to another letter to form 'as one', which was commonly used in traditional typesetting as a way of making words and sentences neater and more compact, or for me, another a way of combined the 4 letters into communicating the core values of care and support. Through using Helvetica as a typeface, a clean and clear neutral typeface with wide application to web and print, I made a ligature of the ‘s’ and the ‘a’ to form a heart shape and then a ligature of the f and s, using the cross bar of the ‘f’ as arms to stretch around the other letters as though holding all of other letters together like a family. The tail of the letter ‘f’ stretches down to anchor the caption of 'caring family support'.  I am so pleased with the outcome and really loved designing for such an amazing organisation that is SAFS!"

For more from Madison, visit http://www.madison-sy.com/ Follow Madison on Twitter @madison_sy Follow Madison on Instagram @madisonshackellFollow Madison on Flickr /madisonsy