The NSCC department of Sustainability was in search for a new look and a more compelling identity to speak to their audiences. Rarebird was provided with initial concept and branding direction in the form of a pinwheel/windmill motif, representing the different pillars of Sustainability at NSCC – Environment, Economy, Community. Our challenge was to create a mark that fit with NSCC brand standards and colour palette, featured the pillars but also added in green to more directly relate sustainability. It was also important to have a cost-effective design for creating student and staff materials such as reusable mugs, recycled notebooks and eco-friendly t-shirts. While using a pinwheel/windmill we also need to make the symbol feel like it was about all the pillars, not just renewable energy. As students were a critical audience, it was important to come up with a solution within the constraints that was engaging and attractive enough connect and compel them to purchase merchandize. By creating a logo that extends to an expandable pattern we created a dynamic, energetic identity that strengthens the overall brand. It's flexibility makes it perform at it's best in wide-ranging environments, from full wrap full-colour coffee mugs, to small, no-colour embossed notebooks.