Innovation Council of Oxon Hill—Brand Development

  • The Innovation Council of Oxon Hill is a non-profit organization based in Oxon Hill, Maryland that works in the areas of beautification, community building, and culture preserving. Long term, the goal is to expand beyond Oxon Hill into other cities, such as Atlanta, New Orleans, and more. 

    With that in mind, I tried to come up with something universal, so I originally thought of innovation as light. But I realized that was cliche as hell. The final logo is based on a chain link (keep that in mind as you continue reading). So I began thinking about what innovation is more and more, and I realized something—innovation is any new person place for thing, that connects us to people, places, things, and time. Now bare with me, because this gets deep, and sometimes I confuse myself. So when you're learning history, starting with ancient civilizations, you're learning about how societies were continuously innovating, making things that benefited society in hopes of either making things easier (to do, understand, whatever) and better. These early innovations we learn about started a chain reaction (key word "chain"). This latest innovation, based on an older piece of innovation, is our connection to people, places, things, and time.

    We are able to innovate because of our "link" to the past. Because innovation, partly defined as a new idea, can't take place without having something that lets us know that our ideas are new.

    Innovation, I think, is a combination of a connect and a disconnect. It's a connection because it's another link added to the history books (eventually). And it's a disconnect because it breaks away from tradition. Take social media as an example. It's a connection every time we share a "link." It's a disconnect in that we have no actual contact with one another. And while people may be a click away, they couldn't be farther apart. This is where the logo comes in. Depending on how you look at it, this link is either breaking apart, or becoming another link to the past.
  • Now that you know about the concept, here's the reasoning behind some of my choices, and why this logo works so well. First off, a badge was created in a similar fashion to that of Prince George's County seal so not to exclude people surrounding the Oxon Hill community. 

    The colors of ICOH are black, grey, and white. Why? Well for one, innovation is more than a light bulb with a yellow light. Innovation is a very complex idea in itself because of how human it is: it has the capability of success, the capability of failure, it can bring people together, it can tear them apart, it can help, it can harm, it can be black or white, but is most commonly somewhere in the middle. And finally, while innovation is defined, in part, as a "new idea," it is something that has started since the dawn of time, and continues throughout generations to come—it is timeless.

    As application goes, this logo has a lot of potential. Because this logo is divided into pieces, it has the potential for guerilla marketing. Also, this logo works amazingly as a pattern, and enhances the idea that this logo is of a chain link. 

    Finally, based on the idea that innovation cannot be known without a reference from the past, these poster designs visually show a sort of time of the first innovation to the most current one being place inside of the icon. The layout is inspired by a combination of the grid from the chain link pattern, as well as quilts that previous generations would use to preserve memories. These would specifically be used to enhance brand recognition.