SHUKKUEN CHAN
Institute of Active Ageing (IAA)
Re-branding Project
Client: Institute of Active Ageing
Media: Digital (Ai & Id)
Time: 2017
Team members:
Astrid Li
Brenda Hui
Carman Chan
Lokki Chan
Shukkuen Chan
The Institute of Active Ageing (IAA), hosted by The Hong Kong Polytechnic University (PolyU) in 2011, views Hong Kong’s large, gradual demographic change as an excellent opportunity to support the city’s development into a society that is better equipped to meet the needs and potential of its ageing population.
Since the total membership is rising with over 2,000 members as of early 2016, IAA wants to have a re-branding of their image. The core values of IAA are human-centered, life-long learning, active and positive.
Original logo of IAA
Re-branding logo of IAA
The Re-branding Concept
The re-branding emphasize on the human-centered aspect. IAA cares about retired people in Hong Kong, the Institute itself and its members are one unit, they are closely linked together.
Therefore, the new logo is in human form. The words "i", "A", "A" are in one unit. The colors choice is orange and blue, in which orange represents positive energy (active) and blue represents learning (calm). This two colors together mean that IAA is a place for fun learning.
Secondary graphics for IAA.
