Nick Adam
Creative Director
In their own words
There was a concern that the organisation was seen as rigid and bureaucratic, with its important work less visible. IDHR needed to remain neutral and fair in its work without becoming neutral about its purpose.
And while they understood that a new logo couldn't mend an institutional divide, they knew that they could better protect people's rights by raising awareness; changing how IDHR speaks, organises information and shows up in public. After all, a right people cannot see is harder to use.
The equal sign gave us a way to make the idea of human rights visible before a single word is read. Equality belongs to everyone.
Conviction without propaganda. That feels especially important in design right now. And as Illinois locals, we can see and feel the impact of our own work in real time.
IDHR needed to remain neutral and fair in its work without becoming neutral about its purpose.
The equal sign gave us a way to make the idea of human rights visible before a single word is read. Equality belongs to everyone.
Most rebrands are designed to announce change. This one needed to protect recognition while preparing the publication for change.
Articles & interviews3
- Span rebrands Illinois human rights department with equals-sign identity
Chicago studio Span rebranded the Illinois Department of Human Rights to make the agency's protections clearer, more visible and easier for residents to use. Its bold HEX Franklin wordmark places "Illinois Department of" between enlarged "Human Rights" lines, creating an equal-sign motif that signals fairness and equality. The flexible identity also equips IDHR with social, rapid-response and public-event materials for outreach across Illinois.
- Span rebrands Illinois Human Rights with equal-sign logo
Chicago studio Span has rebranded the Illinois Department of Human Rights to make its public-rights mission more visible, understandable and usable. The identity uses bold HEX Franklin typography and a layout that forms an equal sign, referencing civil-rights placards, flag stripes and the work of Lester Beall. The system extends across rapid-response social communications and public-event materials used at Juneteenth, the Illinois State Fair and Chicago Pride.
- Milton Glaser Designed This 1957 Rosenblatt Menswear Catalog