A grid for discourse

SERV works in a formal communication context: policy documents, commissions, advice notes, meetings, public events, and long texts. The identity needed to support that reality.

The challenge was to make the brand more recognisable and easier to use across very different outputs, from the main SERV mark to commission identities, report covers, presentation moments, and event signage.

I built the rebrand around a straightforward dot grid. It connects directly to consultation and collective decision-making: separate points arranged into a system that can be read as one whole.

The strongest part of the system is its restraint. Colour fields carry much of the recognition, typography stays clear, and the grid gives every application a kind of shared rhythm. For the commissions, the same base logic shifts through colour and wordmark lockups, so each branch can stand on its own.