Common Weal is a progressive think tank and advocacy group which campaigns for social and economic equality in Scotland. The name comes from the old Scots term for ‘the common good’.
The identity system focuses on the themes of balance and equality. The brand mark is simple and identifiable, and can be replicated in just a few pen strokes.
A custom typeface was created to set the tone for the identity. Free to use and distribute, Commonweal Gothic sits at the heart of a type-led visual identity system.
“Tangent has been one of the most valuable partners Common Weal has had. They captured the brief with a simplicity and elegance that I didn’t think was possible. I know without doubt that anything we ask Tangent to do will come back in some way more striking, more creative, more imaginative than anything I could expect, and our entire team has had a wonderfully positive relationship with the Tangent team throughout.”