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New Logo and Identity for Founders Pledge by Mast
 

before

after

Noted Jul. 3, 2019 by Armin

Industry / Advocacy Tags /

About

(Est. 2013) “Founders Pledge is a community of entrepreneurs who have committed to leveraging their success for social good. Members pledge to give a small percentage of their personal proceeds to the charities of their choice following an exit, and the community also meets up for dinners, forums and talks exploring the latest news at the intersection of charity and technology. Founders Pledge is bridging the gap between the private and social sector, by encouraging entrepreneurs to apply the same rigour and thoughtfulness to their philanthropy as they do to their business. We also provide research, consultancy and support around every donation, so that pledgers can feel confident that their funds are going to charities that are evidence based, transparent, and impactful. Membership and all services provided, including events, online content and research, are completely free, meaning that 100% of every donation made goes directly to the members’​ charities of choice.”

Design by

Mast (Denver, CO)

Related links

Mast project page

Relevant quote
We created the symbol with three arrows converging on a single point, to signify the three components of their model. Founders, Founders Pledge, and the charities they support. These three arrows unite, creating a forward pointing arrow. Symbolizing their commitment to forward progress through impactful philanthropy.

We developed a unique, grid-based modular system to be utilized throughout the physical buildout of the brand, as well as digitaly.This system allows for illustrations, patterns, and photos to seamlessly shift in and out while still feeling like part of a larger, holistic brand system.

Mast project page

Images (opinion after)
New Logo and Identity for Founders Pledge by Mast
Logo.
New Logo and Identity for Founders Pledge by Mast
Icon animation.
New Logo and Identity for Founders Pledge by Mast
Guidelines.
New Logo and Identity for Founders Pledge by Mast
Business cards.
New Logo and Identity for Founders Pledge by Mast
Stationery.
New Logo and Identity for Founders Pledge by Mast
One-pager things.
New Logo and Identity for Founders Pledge by Mast
Posters.
New Logo and Identity for Founders Pledge by Mast
Illustrations. By Krystal Lauk.
New Logo and Identity for Founders Pledge by Mast
New Logo and Identity for Founders Pledge by Mast
Applications with illustrations.
New Logo and Identity for Founders Pledge by Mast
New Logo and Identity for Founders Pledge by Mast
New Logo and Identity for Founders Pledge by Mast
Ads.
Opinion

The old logo had an abstract “F” icon that was perhaps too abstract and it wasn’t clear what it was meant to represent. Old wordmark was fine. The colors were maybe a little on the harsh side but also mostly fine. The new logo has a much more corporate feel, starting with the introduction of a finance-y icon made of three intersecting arrows creating a fourth arrow in the negative space. Aside from being able to imbue the icon with the rationalization above, it’s a cool-looking device. It’s simple, it has forward motion, and it looks fairly unique, which is surprising given its simplicity. The wordmark, set in Commercial Type’s Graphik, looks, unsurprisingly, good. The green on green color palette not so subtly says “money” and I like not only how upfront that is but how good it works in the identity. The applications are pretty slick, with a block system that allows the applications to mix greens, patterns, illustration, photography, and blocks of text in a straightforward way. I’m huge fan of Chap, the high-contrast sans serif used as the headline type, but I’m not sure if it works so well with Graphik. Maybe going up one weight bolder would have helped create more distinction. Overall, this is a solid, elegant, and bold identity.

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Comments


Logo Before & After
Sample Application

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