Centre for Social Accountability - Rhodes University
Currently CSA is considered as the name of the organization and PSAM is a program of the organization. But in reality, PSAM is much more recognized as the name of the organization than CSA. The brandings of the two logos look exactly the same, but with different names. It is very confusing for people who are not familiar with the organization. After several rounds of discussions, the organization decided to move forward with PSAM as the universal logo and name for the whole organization. Parsons Fellows Tianhua Duan was responsible for redesigning the logo, business cards, newsletter and website to reflect the new changes.
A freelance company designed the existing one and its information hierarchy, look and feel were major issues. The contact information and detail information were put on the top of the card, while the name and title of owner were on the bottom in smaller font size. It made the most important information – name and title, lost in the card. Parsons Fellows Duan redesigned PSAM business card with simple visual style and included only necessary information.
PSAM needed a layout that could support the diverse needs of the content and be easy to replace with Photoshop. Since there was not enough content for the newsletter, Duan designed a template with minimal design style with the flexibility to change the content without compromising the look.
The website was the biggest challenge in the whole program. It was very old and did not reflect the organization\'s changing needs. Even PSAM staff explained, \"Even the staffs themselves can’t find the content they need.” The root cause of this issue is from the design of the navigation system of the site. It forces the users to continuously click “next” to navigate between different pages without a way to skip to any particular page. Additionally, the content of the site is very text heavy and barely any images on the site.
After the upgrades, the original branding system was intact and the website looked similar to the other design projects of PSAM, such as their publications and newsletters. Parsons Fellows Duan continues to work on the PSAM website and anticipates the launch date this December.