This is a very old entry — images are small, formatting is off.
Working continually in eleven countries — Honduras, Guatemala, Nicaragua, the Dominican Republic, Bolivia, Peru, Ecuador, Malawi, Rwanda, Uganda, and India — and providing support to more than forty countries throughout its nearly twenty years in operation, Water for People “helps people in developing countries improve quality of life by supporting the development of locally sustainable drinking water resources, sanitation facilities, and hygiene education programs.” A big part of the Denver-based organization’s focus is not just establishing new facilities or resources, but making sure they keep working and are self-sufficient years later. This past March, Water for People introduced a new logo designed by Duffy & Partners.
Using the concept of falling water, the logo Duffy & Partners created represents Water for People’s new tag line, “The Current of Change,” in a way that is not only pleasing to the eye but is full of meaning. — Press release materials
It’s kind of funny, with as many things as I find at fault with the old logo — why so distressed? Why uppercase “F” in “For”? Wy is the left forearm shiny? — it is immediately understandable what they do and where they do it. It has a scrappy, get-your-hands-dirty attitude that paints a picture of the organization’s purpose and approach. In contrast, the new one feels too slick and ambiguous. Sure, I see “people” and I can read it as coming together, but the sense of water and resourcefulness is gone. The asymmetry is kind of strange, it’s not different enough to be noticeable and by making the bottom “reflection” longer, it creates a very tall logo. The typography is simple — I believe it’s a combination of various styles of Chalet — and it could be overlooked easily but the “w” stands out more than it needs with its custom curves and the fact that it is, or at least it looks, lighter than the rest of the letters.
While I am sure the new logo will play better with big donors and the media, it feels like there is a little more style than substance.