“We focused on the literal idea of multiperspective,” he says. “Lots of views from different angles.”
This reflected the organisation’s approach too, as the debates are “not simple but multifaceted and multilayered”, Sutherland adds.
The designer says that the same words kept cropping up throughout the initial discussions: “Thoughtful, beautiful, playful, experimental and transformative”.
The team used typography to embody these concepts. “We initially worked on variations of the name itself,” Sutherland says, before also considering the difference perspectives and angle.
These have been combined into variations of the full name, which also prompted the development of the full headline typeface.