Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


Enactus Namus and Logus

Reviewed Nov. 1, 2012 by Armin

Industry / Non-Profit Tags /

Enactus Logo, Before and After

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.

Enactus Logo

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

Enactus Logo

Enactus Logo

Celebratory image from the Enactus World Cup 2012. Source.

Launch video. Logo animation at the very end.

How to make your own Enactus origami logo.

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.

Thanks to Brett Sinn for the tip.



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