Tactful Human
Logo + Visual Identity
Stationery
Social Media Graphic Templates
Logo Suite for Group Program
About the client
Tactful Human is an advocacy and education company committed to bridging the gap between Minnesota’s Law Enforcement Officers and the people they serve. With a bold voice and collaborative spirit, they are on a mission to provide personal and professional support to Minnesota cops and create spaces for effective community conversations with Minnesota residents. Tactful Human is a safe place to come, if you’re a cop or you’re a citizen who wants to know more about “the other side”, stop calling them “them”, and create solutions that are beneficial to Minnesotans.
About the brand
I collaborated with the Tactful Human founder Stephanie to create a strong yet disarming brand for this important new endeavor that our city and the world so desperately needs. Our goal was for her brand to ignite feelings of confidence, curiosity, empathy, boldness, calm clarity, and a sense of humanity… and I just love how that manifested with her beautiful color palette and final styling.
The main logo lettering feels bold and timeless, paired with a brand mark/symbol that not only includes a hidden monogram (see the TH?) but is also full of meaning. The three lines represent the present, past, and future, with the arrow conveying a sense of direction and moving toward a common goal with knowledge and insight of each of those three time periods. The arrow traveling outside the circle speaks to breaking the mold and being an advocate outside your "circle." The textures and patterns reinforce her brand and add interest and texture to her marketing materials. I especially love how the rough cement texture contrasts beautifully against her modern and clean brand patterns — directly speaking to the imperfect nature of these messy yet incredibly important community conversations.
