(Cambridge Business Development Center)
This design for CBDC replaced their existing design that was a mixture of inconsistent formatting, unnecessary dynamic elements and plain style and layout. The new design had two goals — to retain and restructure the information-based content, to transform existing logos and styles.
The first concern was the logo and how to brand the site in a new way with existing shapes. First came the tilt and crop. This somewhat concealed the clumsy nature of the logo, while giving it a new sense of dynamism. Wrapping the logo in a face plate provided an instant colour impact on the page and allows for a future change of logo without a huge rebranding effort.
As some CBDC programs are held in locations other than their Central Square office, a map style was drafted to provide a basic overview of each location’s immediate surroundings. Colours similar to the page design were picked so as to maintain continuity of the design as a whole.
The page has a three-colour scheme. A light grey backdrop with a subtle top-to-bottom gradient, blue-green headings to match the logo area, and bright green links. The harmony of colours make for pleasant reading and searching, adding colour to the text-dominated site.
A simple variation of the face plate was created for presentations that would be Web distributed (as opposed to projector-based). A view of Cambridge from behind Boston’s Leonard P. Zakim Bunker Hill Bridge was assimilated with the logo. The design was then cut leaving a striking border.