Established in 1975 as Students In Free Enterprise (SIFE), Enactus is “an international non-profit organization that brings together student, academic and business leaders who are committed to using the power of entrepreneurial action to improve the quality of life and standard of living for people in need.” Enactus has 62,000 students enrolled in 1,600 member universities across 39 countries. The new name, created by Landor, was introduced this past September and a new logo, not designed by Landor came along with it.
The new name, Enactus, was initially inspired by the idea of compounding “Entrepreneurial Action,” but it was created to transcend those roots and encompass the strong emotion that the brand evokes. The name encapsulates the intricate balance between youthful energy and a sophisticated stature that defines the organization. Enactus works as a call to action — it is an invitation to students to put their skills and education into action, and it is an inspiration for the socially responsible leaders of today to help cultivate the socially responsible leaders of tomorrow.
— Landor Case Study
The old logo and name were relatively decent but fairly boring and as nonprofits get slicker every year, the SIFE acronym and the uptight condensed sans serif did feel antiquated. The new logo provides a very nice contrast in attitude. It feels more free, dynamic, and approachable. The origami icon looks good. I don’t know what it is. A bird? A boat? But it’s something to hold on to, more than a blue rectangle. The typography is okay until you get to the “tu” ligature, which is completely unnecessary and is confusing as if it indicated that the name should be pronounced differently when you get to that point. The name change itself is interesting. I find it hard to pronounce and enunciate, it doesn’t roll off your tongue quite smoothly, but it does feel more worldly and aspiring in that Roman-naming-convention-us kind of way. Overall, I would say it’s an improvement that brings the nonprofit into a more contemporary presence.