Span’s identity for the Illinois Department of Human Rights uses a composition recalling an equals sign. Creative Boom featured the work on 28 October. Large Human Rights lettering becomes the centre of the visual system.
A simple sign has a practical advantage: it registers quickly and survives changes in scale. But a public organisation needs more than visibility. People must understand a message, find information and work out where to turn. Alongside an impressive flag, we’d like to see an ordinary information sheet.
That’s a useful way to assess identity beyond a single mock-up. Does clarity survive a long headline, a complicated photograph or several languages? A graphic promise has to withstand daily use. Two bars won’t fix an institution’s work on their own, but they can help someone notice the door they need to enter. That is a concrete design task.
