The consultancy was briefed to create an identity that conveys the foundation’s aim to help eradicate extreme poverty in Africa by empowering people to help themselves.
Designer Charlotte Newbold worked with project creative director Adam Ellis on the identity for about a year.
Newbold says, ‘It was part of our brief to incorporate Diesel’s “bold and brave” brand attitude and to create the sense of momentum it wants to inject on the ground in Africa.’
The logo uses denim-blue, panel-style lettering, which becomes increasingly bold from left to right. It can be varied depending on the foundation’s areas of work – such as water, agriculture and education – and will be used on communications materials and equipment, such as water bottles.
Newbold says, ‘The idea was that the logo could be used across a range of things. It’s a mark that can be stencil-sprayed quite cheaply to have the branding on the field.’
Stephen Bell, creative director of Coley Porter Bell, says, ‘With this identity we wanted to move away from the wholesome, worthy imagery often adopted by charities and create a purposeful identity.’