First and foremost the site has been developed to be useful and accessible to its core users (people working in voluntary and community organisations in the children's youth and play sectors in the West Midlands).

Both structure and design have developed to make the site as user-friendly and accessible as possible. This is based upon what people have said they want (something clean, clear simple and easy to navigate) and on observations that have been made of people using/ stuggling to use the site.

The features developed are designed to be accessible through different browsers, on different connection speeds, on different screen sizes and in different font sizes.

Background to the design:

• The website that will be the main application for the logo is primarily for an adult audience. However their interest is in services for young people (0-25) so the logo should reflect this.
• The logo must reflect the spirit of Growing up in the West Midlands, which perceives itself and wants to project itself as energetic, dynamic, inclusive, collaborative and innovative.
• Within the network, members feel trusted and supported, that they are part of a professional organisation and producing quality work. Growing up in the West Midlands is also very conscious of facilitating young voices to be heard AND to make a difference. They are also a lobbying force.

Additional considerations:

• No strong photographic imagery or existing imagery or budget for fresh photography
• Very long title – that different people are shortening in different ways eg ‘G-up’
• Legible design required for mostly a screen application and without taking up a lot of the web page.
• Visual style of logo should help theme the website – eg colour palette of logo to be rolled out across sub sites, icons derived from the visual style of the logo to be used to support navigation.

The end product:
The final logo, as featured on this website, has an energetic, hands on feel. The immediacy of the hand drawn, chalky letters reflect the ‘lets get on with it’ nature of the project. The G creates an upward pointing arrow and the slash lends a positive assuredness. The three bubble heads represent the three stages that ‘Growing up in the West Midlands’ concentrates on, with each face developing a new feature (the second a smile and the third a nose). They are light hearted but clear. Children or adults might have drawn these, perhaps for fun or perhaps to illustrate a point to others at a meeting! The G:up abbreviation is clearly explained in the strap line (educating the first time viewer how to refer to the project). The type is classic, practical and professional, with the emphasis on the ‘growing up’.

This approach to the logo allowed the project team to theme the website with chalky, hand drawn icons and headings drawn in the same hand drawn typeface. Functional and professional looking yet accessible and friendly.