Arbeiterkammer Wien, tender for the redesign of their youth department

I was invited to participate in a tender of the “Chamber of Labour Vienna” (“Arbeiterkammer Wien”), who wanted to redesign the appearance of their youth department. They were looking for a new visual concept for their logo, information folder and other print stuff, and they also considered to change their claim.
Unfortunately they didn’t commission me for the redesign, however I got very nice feedback, that the jury really liked the charm of my concept, but it wasn’t exactly what they were looking for this project. 

The logo redesign

They wanted a cool new design, that approaches the young people of vienna, without acting on a temporarily trend, that could be “out” soon. Their old design is very static, the logo is a connected “AK” (for “ArbeiterKammer”), but very geometric and clean. To bring a touch of youth and drive into this logo, I decided to make a brush lettering version of this connected “AK”.
I wanted to connect the two letters by using the same stroke for the crossbar of the “A” and the arm of the “K”. The readability was a balancing act, but in the end it worked. See here the positive, the inverted and the black-and-white logo version.

The concept

The main job of the AK youth department is, to advice young adults in several areas of life, such as labor law, habitation, education or even the responsible use of social media. It’s all about questions and answers. And that’s what I wanted to bring in front with a new claim: “Alles klar” (“All right”). For this claim I created a shape, that could be understood as a question mark, as well as an exclamation mark – or better: a question mark, that turns into an exclamation mark. A question that turns into an answer – an answered question. The claim “alles klar” (“all right”) is placed inside of the “quesclamation mark”, so this could also be a question or an answer: “All right?” or “All right!”
Another detail in this claim is, that its initials are the same as the two letters from the logo “A(lles)” and “K(lar)”, and furthermore, they rhyme (pronounced in German) “AK – Alles klar”, so it’s easy to memorize.
This question-answer-schema was planned to be carried forward in the information folders.

The “quesclamation mark” can be used in many applications, such as several logo additions, icons or color coding.

The concept is supplemented by modern illustrations of young adults and their questions, such as “Do I really need a final examination for my apprenticeship?” or “Am I the type for a shared flat?”.
The characters are developed out of the “quesclamation mark”, so they fit smooth into the concept. Their questions are in hand lettering speech bubbles, which give them a personal touch. With the uncoated paper background the solid vector shapes get a softer appearance.

The folder concept

To create a folder draft I chose the topic “Lehrabschlussprüfung” (“apprenticeship final examination”). It seems that many apprentice see no sense in doing this final examination, and so the AK offer an information folder, that shows the benefit, gives advice how to be well prepared and how to pass the test.
I chose a blue tone as a color coding for this topic – other topics would be assigned to different colors.
The speech bubble is a main element, that is carried through the design and shows the content in a question-answer-schema. They are good eye catcher as well.

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Comments: 6
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