CHILTON TOWN COUNCIL
Self Iniated Project - March 2026
The Conceptual Brief
This project reimagines the visual identity of my local town council. The aim was to modernise the existing coat of arms and create a clearer, more practical system for everyday use.
The challenge was to retain a sense of heritage and civic authority while improving how the identity performs across digital platforms, public spaces, and official communications.
THE BRIEF
The Approach.
The project focused on modernising the existing coat of arms to better suit contemporary use. The original mark, while detailed and historic, lacked clarity at smaller sizes and across digital platforms. The redesign simplifies key elements of the arms into a more flexible and recognisable form.
The Logo.
The logo is a simplified interpretation of the original coat of arms, retaining its most recognisable features while removing unnecessary detail. This approach preserves a sense of heritage and authority, while creating a mark that is clear, scalable, and suitable for modern applications. The result is a more functional identity that remains rooted in the town’s history.
The Website.
The website was designed with accessibility and clarity as the primary focus. Council services are often essential, so information needs to be easy to find and simple to understand.
A clear structure and straightforward navigation system were introduced to reduce friction, allowing users to quickly access key services, report issues, and find relevant information without confusion.
Town Visuals.
The identity was designed for real town environments, where clarity and consistency are essential. Signage, public notices, and street-level graphics ensure the brand is visible, functional, and easy to recognise in everyday use.
Further Brand Application
The identity extends across key touchpoints including a mobile website view, official letterhead, and public notices in A4 poster format. Each application maintains a clear, consistent approach, ensuring information is easy to access, read, and understand across both digital and print.
The Outcome.
This project delivers a more accessible and practical identity for a modern town council. By simplifying the visual language and improving how information is presented.
If you need design that simplifies complexity and communicates clearly, get in touch.
