Because we had a great set of characters to work with — F, P, O as in FPO: For Print Only — we decided to render each of them as the size of a perfect square, so even if the type looks as if it came out of the box, it didn’t. The wordmark has an inline that can change color, which is something we do every two or three weeks on the website, where we also use the logo rather big giving us the opportunity to gently place the description of the acronym within the O. The text “For Print Only” is typeset in House Industries’ Paperback.
Initially launched in April of 2003 as a feature of our Speak Up blog, Word It is a monthly challenge for our audience to visually interpret a specific word we select; there are no limitations and it is not uncommon to receive over one hundred submissions in a single month. Over the course of 66 months and words we had amassed more than 4,400 submissions and decided to spin-off Word It into its own blog in March of 2009.
The logo or, in this case, the wordmark for the Word It blog is unapologetically big and bold yet, understanding of its context, very simple, allowing the hundreds of submissions to be the center of attention. Set very tightly together, the Word It wordmark uses House Industries’ Neutraface No. 2, Titling style. The wordmark’s generous heft, allows us to use it translucently in some vivacious Word It quilts.
Photo: John-Michael Maas/Darby Films
One of the key aspects of VisionSpring’s model are the Vision Entrepreneurs (VEs) — village-based individuals who have been prepared to do eye test exams and prescribe glasses — that hold public exams in different towns. To promote these events, VEs rely on posters, banners and handouts created locally to be able to attract potential customers and, in some cases, VEs face illiteracy and must be able to communicate through images. UnderConsideration worked with VisionSpring to develop a very basic set of field materials that could be easily updated and replicated, accompanied by a set of illustrations to enhance their communication impact.
To support the logo for VisionSpring we created a simple identity system that could be applied and extended to various business and communication materials.
For their 2008 Growth Capital Offering document applied through the Nonprofit Finance Fund, VisionSpring had the opportunity to use a cover fold-out page to tell its story in a more visual manner than the rest of the document allowed. As part of our ongoing work for this fledgling nonprofit organization, we designed an inside cover featuring photographs of VisionSpring’s activity around the world and a spread emphasizing the breadth, reach and impact of its model. The main diagram reiterates the original concept of the logo, as an organization whose central idea can generate global ripples.