Pathways Trust
Summer 2018
Brand Identity
Pathways Trust is a holistic therapy charity based in the crypt of St John of Bethnal Green. I had the pleasure of designing their new brand identity in 2018.
The colours orange and green are significant to the practice; orange represents the Svadisthana chakra which envokes healing and compassion, and green represents the Anahata chakra, relating to love and openness.
Key themes
Bethnal Green Underground station has been a strong part of the trust’s identity since moving to St. Johns Church in 2004.
Johnston’s typeface is synonymous with London. It was commissioned in 1913 for the London underground and has been used extensively across the city ever since.
Being a charity, the London letter was chosen to set a tone of trust and familiarity, as well as marking the practice’s proximity to Bethnal Green Underground station.
The practice is located in the crypt of St. John on bethnal green. you enter the practice through a series of Georgian archways and the therapy rooms are, themselves, characterised by the subterranean architecture.
The muted acoustics gained from the stone masonry and its depth creates an atmosphere of peaceful solemnity. As well as being a visual representation of the practice, archways symbolise a foundation of integrity and trust.
