Every ten years the U.S. Census Bureau counts our country’s population and gathers other national demographic and economic data. Census data directly affects how more than $400 billion per year in federal and state funding is allocated to communities for neighborhood improvements, public health, education, transportation and much more.
cen·sus [sen-suh s] noun: an official enumeration of the population, with details as to age, sex, occupation, etc.
Although the Census Bureau is mandated with fulfilling these obligations, gathering accurate data has always been a challenge. Many people see the Census as big brothers way of keeping an eye on you. Therefore, many people fear being counted not knowing that they are only hurting themselves and their own livelihood by not participating.
For this project I was tasked with creating a more friendly public image for the U.S. Census, to help alter public perceptions and common misconceptions. Since the United States is culturally and ethnically diverse we needed to account for this when creating the 2010 Census identity. The logo(s) had to translate into multiple languages and visually convey the purpose of the organization. The mark itself is reminiscent of an early abacus or a cluster map or even a Scantron style worksheet that many people are already familiar with. The colors were chosen to offset the typical red, white and blue associated with government programs and a clean, modern sans serif font was selected for the typographic elements.