Background
The Future First Careers Expo continues to be a cornerstone event for students in Years 11 to 13 across the district of Newark and Lincolnshire, offering them a unique opportunity to explore a wide range of career and educational pathways.

Brief
The brief was simple, update the existing logo to make it more appealing to the school students and the local businesses that support the event.

Solution
As the Expo was pretty well-established in the local area, it was clear that the most suitable direction was evolution, rather than revolution. Therefore, I began with developing the ‘Arrow F’ logomark. Keeping the double arrows from the original logo (shown below in comparison the to the new one) but making them appear more like an isometric letter F laid on its side.

Next came the updated typography, giving it a more modern/futuristic type style while also making it look less grungy and more grown-up that the previous version, as no school student wants to be spoken to like a child, which is what the previous logo seemed to do.

This is an event at which the students first begin to explore their future potential, so the identity wants to help them to look forward and not back.