Giving the Georgia Department Of Labor A Lift
Working with government entities can present some unique challenges, but it comes with a side of great opportunities. We get to help improve something that directly impacts a multitude of people, and in the process make their lives a little bit better.
The Georgia Department Of Labor is the arm of state government charged, in part, with helping unemployed Georgians find new jobs, which became an even more urgent mission during a global pandemic.
With thousands of Georgians suddenly without work due to measures taken to combat COVID, the system designed to support them was challenged in a way that it had never been before.
Before
After
To reach that end, we focused on five key traits that would define the GDOL moving forward and would be critical to restoring the Department’s reputation.
Defining the Georgia Department of Labor
Once we had this positioning nailed down it was time to focus on how to convey these things visually with a new logo and branding. We wanted to convey GDOL’s commitment to both job seekers and businesses, while emphasizing the idea that Georgia doesn’t stop – even in challenging times. We also knew that we needed to be modern and forward-looking in order to appeal to the large digital-native population. Finally, we wanted to tie the Department of Labor to the State of Georgia – where before “DOL” stood alone – to reinforce the idea that this an entity working for the betterment of the state, not just another government entity.
Representing All of Georgia
The logo features a monogram with sharp angles and a swoop, symbolizing forward movement and suggesting the uplifting of everyone. It has a tech-forward feel with a color palette that includes shades of blue, teal, and green – chosen to appear both business-like and approachable. The colors are also suggestive of Georgia’s diverse geographical regions – sky (mountains), sea (coast), and land.
The typeface is clean, simple, while the monogram also serves as a holding shape for images in various formats. The idea was that the images used would represent the constituents of the Department – chiefly the state’s many and varied industries (manufacturing, hospitality, film, etc.) and the wide range of people they employ. Taken together, it all works really well in a wide variety of formats, so we were able to produce templates for collateral material to suit almost any need – and Georgia is always at the forefront.
Our People
Our Industries
Our Regions
The new branding translates incredibly well in everything from social media posts being viewed on cell phone to bus stop installations. It allows the people, industries, and regions that make Georgia such an exciting place to do business shine. And it gives the GDOL the opportunity and space to make the connection between the important services it provides and the momentum the state has as an economic powerhouse. The transformation is a testament to the power of thoughtful, intentional branding. We were able to help GDOL reshape its public perception and re-establish itself as a reliable source of support for Georgians in need. With this revitalized brand, the GDOL is positioned to continue making a meaningful impact on the people of Georgia, ensuring they receive the support and services they deserve, no matter what.