Croydon Natural History & Scientific Society

Croydon Natural History & Scientific Society (CNHSS) is Croydon’s oldest cultural and scientific society. Founded in 1870, CNHSS has explored Croydon’s history, geology, archaeology, flora and fauna, by hosting talks, walks, and other events, for more than 150 years.

Originally CNHSS contacted us about adding a new directory to their existing website on Croydon’s green spaces. However, after consulting key stakeholders, the project evolved into a rebrand, in order to more widely update the society’s communications. As a non-profit organisation the main source of funding is through membership subscriptions. Therefore the brief was to appeal to a larger demographic, so as to maintain a healthy base of members.

The symbol in CNHSS’s existing logo was based on a Saxon artefact – a bronze disc found in Victorian times in a local cemetery. The symbol (and its historical significance) was well liked by the organisation, so it fittingly became the central element to build the new visual identity around.

As is often the case with many volunteer-run organisations, the materials CNHSS were using had grown organically, and were not consistent across communications.

We started by looking for a unifying lead typeface, that would evoke the history of the organisation whilst feeling modern when used in digital communications. The variable font Kalnia fitted our requirements perfectly, as it was inspired by the Victorian era.

We tidied up the existing etched symbol, paired it with Kalnia and softened their brand red into a more muted tone, to create a consistent set of logos.

We based the illustrations running through the new materials on the style of the symbol, and worked with CNHSS to select images to represent their seven areas of study – often choosing symbols that were unique to the local area. Each area of study was allocated a colour to give the organisation a more flexible colour palette than their existing red and black.

We implemented the visual system across digital communications, including the new CNHSS website (complete with green spaces directory), as well as templates for their printed publications.