Following our first committee meeting, we determined that a new logo was in order. We wanted something that symbolised a fresh start, a rebranding and, most importantly, the start of something even better than before.

We pooled our resources to shortlist potential designers, finally deciding on Stephanie Grey, a designer who has previously created fantastic logos for a number of other ACS committees across the country. From then on, myself and Stephanie began to work together to create our new logo.

The hardest part of the design process was finding a way to represent people of African and Caribbean descent, equally. I figured that the easiest way to do this would be to chose one symbol that was illustrative of black identity more generally, and place it at the centre of the logo. After much deliberation and careful research, I came to the conclusion that few symbols would be as aptly suited to our vision as the Black Power fist.

I am a big fan of simplicity. Simple designs. Simple colours. ‘Modern and clean’. I communicated this to our logo designer, Stephanie, who initially struggled to keep the design simple and still convey the messages we wanted – undoubtedly a product of her unbridled creativity. After working through a few drafts of the logo, I was confident that the fist had to lie at the heart of the design, but with this came further difficulty. The issue now, however, was not the complexity of the design, but how to make the fist look like something that thought had been put into?

I continued to search for symbols that could be incorporated into the logo in an effort to ‘spice up’ the design. After another few drafts, we thought we had created the perfect logo and the committee seemed to really like it. However, our President, Michael, didn’t share the same affection for it, and looking back on it now, I don’t blame him. He thought we could do better by creating a great design that looked more like an actual logo and less like a stock image.

This is when Sponsorship Officer, Camilla, gave us the idea of incorporating the kente design into the logo, which I quickly passed on to Stephanie to experiment with. I told Stephanie to use the format of a previous draft, one we had initially brushed under the rug, and aspects of the most recent sketch to create the new piece.

Unsurprisingly, the use of kente in this new draft was received extremely well by the committee, and in that moment it became abundantly clear that this was the one.  

As for the specifics of the design, we were adamant that every component have its own significance.

Evidently, palm trees are an iconic symbol of the Caribbean and so it was absolutely imperative that we feature them prominently in the design. As previously mentioned, we wanted both Africans and Caribbeans to feel equally represented in the logo and we are confident that this was an effective way of ensuring parity between the two.

The line, connecting the fist to the words ‘LSESU ACS’ is, essentially, a vein. It is a symbol of the passage through which our committee receives energy and wisdom from those that came before us.

One could also look to the ‘fist connection’ as a root. Its purpose is to implore us to remember of our roots, and the LSE ACS is, itself, a means by which members are able to do just that.

It is also in the fist that we are all tied together.

Naturally, we are incredibly proud of the end product. Our new logo is clean and simple, yet strikingly bold. It is exactly what we intended it to be, conveying the important messages we laid out, beautifully.

We are exceptionally pleased with the new design and we hope that you like it as much as we do.

Tosin Murana

LSESU ACS Creative Officer

Please find logo designer Stephanie Grey’s website below: