OPSEU Mental Health Division Branding Design Contest

My colleague ( Credited: Manry Xu, Practice Nurse / Healthcare Professional ) and I have been given an opportunity to participate in a branding contest published by Ontario Public Service Employees Union ( OPSEU ) - The Mental Health Division, for their purpose to further service its main goals, and future development. Our logo design was chosen winner and was officially adopted as the main logo for the organization as of April, 2012, and an award was presented to my colleague and I.

OPSEU Mental Health Division
Branding Design Contest 2012
My colleague ( Credited: Manry Xu, Practice Nurse / Healthcare Professional ) and I have been given an opportunity to participate in a branding contest published by Ontario Public Service Employees Union ( OPSEU ) - The Mental Health Division, for their purpose to further service its main goals, and future development. 

About OPSEU

The Mental Health Division was founded on November 4, 2001to provide a strong, cohesive voice within the Union to promote mental healthissues. They represent 6,000 members in public hospitals that were formerlyProvincial Psychiatric Hospitals, the one remaining Provincial PsychiatricHospital and community mental health agencies.

The organization aims to:
-  to coordinate Union activities on adivisional basis in such matters as political action, social concerns,education and public relations;
-  to bring together Division members todiscuss matters of common interest and formulate policies and positions onmental health issues and promote them within the Union;
-  to develop recommendations andstrategies to guide Member Locals and Member Units in collective bargaining;
-  to advance the aims, purposes and goalsof the Division within the Union;

The Challenge

Creating a logo that's simple yet distinctive. It should depict the "Person-centred philosophy" their mental health care system, A philosophy of care focused on the individual's needsso he/she can reach his/her potential in the community. The logo should also be symbolic of the future of Ontario's Mental Health System.
The Creative Direction

-  To understand and incorporate the key elementsof mental well-ness.
-  To choose and re-create an unique yetrecognizable symbol/object to represents the hope for mental health patientsand their close ones ( i.e. Canadian Cancer Society Official Logo )
-  To allow the logo to be simple yet unique enoughfor future branching development.

The Inspiration: Tulip.
Tulip is a very delicate plant thatrequires a careful cultivation. Yet once it has been cared for, its ability togrow and blossom is incredible. It also has a strong ability to spread the seedand reproduce. For centuries, it is the plant that represents abundance andwealth by the early Europeans.
The Execution

By combining the simple symbol of a tulip to agrowth and blossom person, this logo indicates having the main five life tasksfor the well-being of mental health – essence / spirituality, work and leisure,friendship, love and self-direction, as the five leafs, would help the person,the tulip top, to blossom and be abundant.

Official OPSEU - The Mental Health Division brand.
Colours & Fonts

The choice of colours are as follow:
-   Baby Blue: Trust, care, investment
-   Light Sea Green: Cultivation, growth, balance
-   Orange & Peach Orange: Blossom, excitement,abundance

The choice of fonts are as follow:
-  “Ontario Public Service Employees Union” –Arial, to inherit from the official OPSEU logo type
-  “The Mental Health Division” - ChaletBook, it isa simple, clean, yet with an edge of a soothing and comfort kind of font.Perfect for an organization that needs a clear and balanced message

Official brand in three modes: Full-coloured, Grayscale, and Saturated Dark.
Promotion & Applications
Merchandises such as T-shirts and Post-its were adopted and made with the new brand to promote and capture recognitions.
Credits & Reference

-  Manry Xu (Credit)
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