Service Design Toronto

SDTO is a community dedicated to promoting and exploring Service Design, a practice that brings together research, strategy, UX, systems thinking and communication design.

The identity reflects the way these disciplines overlap and intersect. The logo is constructed from four sets of concentric circles, which can separate, layer and recombine to create a flexible graphic system. A tightly controlled palette of layered teals adds depth while allowing those relationships to remain immediately visible. Secondary graphics and illustrations take inspiration from Pelican Books’ cover designs of the 1960s and 70s, using the same circular geometry as their starting point.

An intentionally limited range of elements encourages variation and creative problem-solving, demonstrating how clearly defined boundaries can generate a surprisingly broad visual language over time.

Simon is a true creative with a strong and detail-oriented vision. The brand he created for Service Design Toronto has served us well for many years.
Linn Vizard, Co-founder, Service Design Toronto
Service Design Toronto logo featuring overlapping teal circular forms.
Service Design Toronto branding composition featuring overlapping circular graphics on teal.
Service Design Toronto member ID card featuring the repeating circular brand pattern.
Service Design Toronto identity system showing logo behaviour, colour palette and wordmark variations.
Service Design Toronto poster featuring an outstretched hand and the message
Three Service Design Toronto publication covers featuring concentric circular graphics.
Open Service Design Toronto publication combining editorial typography, photography and teal graphics.
Service Design Toronto hardcover book featuring a repeating geometric line pattern.
Next Project →