Exercise – Chance Housing Association

Chance Housing Association


The Chance Housing Association has been set up to help first time buyers get onto the housing ladder and they want you to develop a brand image for their stationary.

It is important to them that the is seen as being different from other local housing associations – more modern, more helpful and definitely welcoming young people wanting to buy a house.

They want to use their logo on their letterheads and office stationery and it will also be used somewhere on the sheets that hold the property details. It also needs to be reproducible in the local paper and professional trade magazines.

I started by looking up local housing associations and letterhead styles, I made some notes on my first impressions.

Scan 2

Screenshots of housing association websites – A look at colour themes, logos and typefaces.

Screen Shot 2014-05-19 at 20.15.20 Screen Shot 2014-05-19 at 20.14.32 Screen Shot 2014-05-19 at 20.14.09 Screen Shot 2014-05-19 at 20.13.30 Screen Shot 2014-05-19 at 20.13.02 Screen Shot 2014-05-19 at 20.12.31 Screen Shot 2014-05-19 at 20.11.26


OTC Printing Letterhead 9 Letterheads letterheads-13 letterhead20 creative-letterheads-04 batman(1) RUBRF-00026984-001

I set about mocking up some letterhead layouts. It seemed like an obvious place to start, but without a logo (it’s shape and size) it was hard to gauge whether the layouts worked. so I put them on hold and set about designing a logo, with a view of arranging the letterheads taking the logo into account.

layout2 layout1 layout3


I was confident that a ladder, using the H as the legs and rungs were the direction I was going to go in, but as I put the idea together in Illustrator, it didn’t look very good.

Screen Shot 2014-05-20 at 22.00.21 Screen Shot 2014-05-20 at 22.00.34

It wasn’t clear that the ladder was the H and overall, it just wasn’t interesting to look at.

I opted to have a letter in each space between the rungs.

Screen Shot 2014-05-20 at 22.00.46

Although I wasn’t completely happy with the logo, I decided to try it on the letterheads to see how it worked. At this point, I was happy with my choice of typeface.

layout8 Layout7 layout6 layout5 layout4

I was happy with one of my layout ideas (layout 8, more balanced), but I think that the logo looks cheap, I think needed more to it in order to add more colour, make it more eye-catching without making it complicated or difficult to reproduce in other sizes or black and white. I wanted to play more on the term ‘property ladder’

Scan 1

new CHA logo

It was at this point that I felt that I needed to change my choice of typeface. The new logo could look like two different things – a house and an upwards facing arrow. The straight lines of an arrow don’t fit with the cursive font of the previous idea. I think the slanted perspective of the top version emphasise the climbing of a ladder, so I chose to use this.

Stationary with chosen letterhead layout.


CHA Business card2

CHA Advert

I needed to make sure that the advert would photocopy clearly, this gave a strong indication as to whether it would work if printed in a newspaper. I’m happy that the image and text is clear enough to use for this purpose.

2014-06-04 13.07.36

All the stationary set out together.

2014-06-04 13.08.44


Looking back over this project, I’m not sure that I’m that pleased with it. Although there is development of my idea, (I struggled to get past the idea of a ladder, there could have been more variety) I don’t know if the image is a clear enough indication of what the company does. I am happy with the reasoning behind my ideas, colours, typeface choice, and I believe that my reasoning is relevant. Overall, I think I followed the correct process, but think that maybe it’s just not very eye catching, I can’t quite put my finger on which element I’m not happy with.

Response to Tutor Feedback

My tutor suggested that I refer back to my research with this exercise, specifically Selwood Housing, who’s logo was more suggestion than an image of something in particular.

Screen Shot 2014-05-19 at 20.15.20

This is a very simplistic logo, it serves it’s purpose, but in my opinion, it’s a little too basic. Although looking at it made me really think about what wasn’t right about mine. Mine is too heavy/overpowering. It’s bold colours and thick strokes create something bigger than is necessary.

I was happy with my process and idea, so went about making the image part of the logo less overbearing. I changed the stroke and way I used the colour (again, I was happy with my colour choices) I used the colours as the outlines and removed the fill colours. I added a chimney shape too, because I felt it clarified what the triangle was.

Final Stationary



Business Card

CHA Business card2


CHA Advert


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s