The Schumacher Center for a New Economics is a visionary organization that builds on the ideas concepted by the economic counterculturist E.F. Schumacher – whose vision of a new economics revolved not around fossils, industry, capital and endless growth, but rather local communities, land, and endemic resources.
In the course of redesigning the logo system for Schumacher Center, it was a goal to build a new visual identity that is honest and appropriate to the unique vision the organization embodies – simultaneously contemporary & future focused, and traditional & historic in scope. The philosophy embodied is distinctly sensible, just and harmonious, though not at the expense of complexity. It is bold in it’s divergence from conventional rhetoric, and brave in it’s conviction in the vision. There is a strong theme in the nature and mission of the organization – both of which are split in threes. The nature of Schumacher Center is to address people, land and community; the approach is to embrace theory, philosophy and practice; while the mission involves envisioning, application and sharing. The visual theme of threes, triangles and confluent repetition were thus a strong theme, along with those noted previously, in pursuit of a new brand identity for the Schumacher Center.
In many of E.F. Schumacher’s talks and writings, he presents Time as an ingredient missing in the cocktail of conventional industrial economic rhetoric, and one that is essential to the New Economic vision that he puts forth, which values people, planet and place. Things take time.
The design we arrived at is a combination of an hourglass and prism – two well regarded and iconic symbols, traditionally endowed with meaning, presented in a new and modern take that embodies Schumacher Center’s legacy, mission and operations. The hourglass, being representative of the time requisite to invest in people, land and community to develop our new economic system, is also prism, a device of supreme simplicity, of the natural world, which reveals the three main subjects and avenues that compose the unified vision of Schumacher, and mission of the Schumacher Center. The split rays of the mission implicate the dynamic and multifarious operations that Schumacher Center pursues under a single, unified organization.