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New Logo and Identity for Forever Hope Foundation by Branch

New

Noted Jul. 13, 2016 by Armin

Industry / Non-Profit Tags /

About

(Est. 2015) “The Forever Hope Foundation was set up by a small group of committed individuals to bring help and hope to people, no matter what they’re facing or where they are. This means that rather than focusing on supporting a single cause, we fundraise and distribute funds to a variety of charities, changing lives for the better and delivering help and hope to those who need it most.”

Design by

Branch (London)

Related links

Branch project page

Relevant quote
For their logo, we paired a logotype together with a distinctive and descriptive symbol. The symbol is a subtle play on the word ‘forever’ by combining an H with an infinity symbol, which is then placed within a circle, to further its foreverness. […] Each and every element of the visual language has been carefully created or chosen to reflect the brand’s position and goal. The typography is open and welcoming with the choice of Circular, crucial for an organisation in this sector. Circular is then paired with Baskerville, which adds a level of sophistication, specifically within event based communications. The colour palette is minimal and deliberately paired back so as not to clash with a partner charity’s branding. Finally, we’ve created a series of bespoke patterns to add opulent details and elevate the communications to the level of the events.

Branch project page

Images (opinion after)
New Logo and Identity for Forever Hope Foundation by Branch
Logo detail.
New Logo and Identity for Forever Hope Foundation by Branch
Icon.
Icon animation.
New Logo and Identity for Forever Hope Foundation by Branch
Guidelines.
New Logo and Identity for Forever Hope Foundation by Branch
New Logo and Identity for Forever Hope Foundation by Branch
Stationery.
New Logo and Identity for Forever Hope Foundation by Branch
Business cards.
New Logo and Identity for Forever Hope Foundation by Branch
Paper things.
Opinion

In principle I want to like the "H" monogram and, to a high degree, I do but there is something slightly odd about it that leaves me unconvinced. Maybe if it were a bolder weight "H" so that there was more square footage for the stroke to go around or if the overlap was treated a different way that didn't look like a pretzel. It's nitpicking on a good idea, I know, and, ultimately, it's a very nice logo that fits the tone and mission of the foundation so in the end it's about personal preferences. The use of Lineto Circular is nice-looking as usual but, yeah, it's Lineto Circular again. The stationery is elegant and clean, so can't argue with that. The Spirograph patterns… they are okay but, mostly, completely random and purely decorative, adding little to the general aesthetic and system other than filling in the white space of which there is a lot. Overall nice and safe as a modest launch of a foundation.

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