BRIM brand creation - 3 Colours Rule

Creating the BRIM brand

The Brief

BRiM is a cross-industry initiative created to improve the representation of Black people in marketing.

Their company provides actionable advice to help better improve the representation of black people in marketing and promote the roles and rights of responsible advertising and its value to people, society, businesses, and the economy.

3 Colours Rule’s creative and diverse team were given the challenge of developing BRiM’s identity by creating a logo that truly represented the brands beliefs and ethos.

Part 1 - Brand Creation

The Meaning Behind the Name

BRiM stands for ‘Black Representation in Marketing’.

Black British people are a multi-ethnic group of British citizens, and account for 12% of the UK population, a figure which continues to grow each year. It’s proven that companies with high rates of racial diversity are 35% more likely to achieve above-average results in their industry.

It is crucial to bring more Black people into the marketing industry and provide support systems to see them thrive, whilst making sure to represent them fairly.

Logo Layout and Style

The B and R within the logo stands for ‘Black Representation’ and has been capitalised and put on a pedestal to not only mark the importance of Black Representation within the industry, but to also further emphasise BRiM’s mission statement.

The bar beneath represents the support given by the company BRIM, who’s committee continue to encourage and improve Black representation in marketing.

The Use of Font

The selected font is Montserrat bold, and has been used to create a fun, dynamic, and uplifting image for the face of BRiM.

As well as this, each letter has been made to be variable in size, which is used to represent the diversity within the Black British community.

The Meaning of colour

The variety of colours used within the logo embraces Black British Culture in a fun and inviting way, showing that Black is not one ethnicity, but many.

This concept takes inspiration from the works of The Turner Prize-winning artist Lubaina Himid, who’s figurative paintings have contributed to the British Black arts movement and made space for the expression and recognition of Black experience and women’s creativity internationally.

Background Music

Lastly, the BRiM logo further promotes the brands beliefs and ethos through the use of animated movement and music.

The choice of background music takes it’s inspiration from the 90’s Black hip-hop scene in the UK.

The Complete Mood Board

The Final Logo Design.

These elements combined form the final company logo that we see and recognise as the face of BRiM.

On launch, BRiM received amazing engagement and press coverage, and even featured in Campaign Magazine, Marketing Week, MediaTel and Mobile Marketing.

Large companies such as Unilever, Facebook, VCCP and many more are now advocating BRiM with pride.