The Museum of Croydon provides a radical space to celebrate diversity and explore how Croydon unites the people that live there.
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The collections and spaces represent aspects of Croydon; as a place, a culture and an identity, challenging perceptions through empowering communities share their own experiences of this London borough.
In 2020 I was briefed by Museum of Croydon to create a new logo and suite of branded assets to launch a series of exhibitions in response to the question ‘what’s your Croydon?’. This community led exhibition programme invited local artists, organisations and societies to curate their own exhibitions and activities exploring themes of 'People', 'Place' or 'Identity’.
To kick off the design process for the logo I started researching Croydon heritage, culture and architecture, collecting imagery and visual inspiration to help shape the style and design. I wanted to reference croydon’s brutalist urban architecture through bold blocks in the design but without making it look too severe or intimidating and incorporating the iconic Croydon clocktower, as requested.
While researching croydon heritage I learnt that most of the place names in the area are Anglo-Saxon, the name 'Croydon' is originates from the Anglo-Saxon' croh', meaning 'crocus', and 'denu', meaning valley. This indicates that croydon was a place where saffron was cultivated, which is reflected in the crocus inspired coloured panels of the saffron tower building.
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From the imagery I collected, I extracted several colour selections and then narrowed these down to 3 primary shades I used to create the suite of assets for print & digital.
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