Finding a graphic shorthand that can express the core beliefs and values of a party is never easy. Finding one that can outlast generations of political leaders even less. Yet this is what the soaring bird design by John Cameron has achieved. Designed in 1989, this identity remain current, in use and unequivoquely a shorthand for the Liberal Democrats.
The process of designing for a political organisation is similar to the one used for commercial structures and companies but can be unsurprisingly more personal, more emotional and more intense. Key to success in this high-profile project had been the early establishment of creative criteria that allowed John and his team to not only build a more precise understanding of the needs of the merged Liberal and Social Democrat parties, but also to build consensus among all the stakeholders during the process.
This early phase of "Creative Criteria" is now a standard part of the process that Cameron Paget applies to all its branding and corporate identity projects. In fact, many of our clients keep using these criteria well after the end of our engagement with them to better evaluate other creative work they commission.
Almost 30 years on, the brand identity lives on, testament to the quality of the branding process that John Cameron and Fabrice Paget have honed over the years.