Shaw Marketing and Design has created a new identity for The Social Iceberg Foundation Scotland, the north-of-the- border charitable arm of the newspaper for homeless people, The Big Issue.
The foundation uses profits from sales of The Big Issue to help house the homeless, counsel them and help them obtain education and work. Shaw donated its time.
Shaw’s senior designer Derek Watson designed the new logo using a human pyramid to depict the importance of shared support.
“We were keen to convey the central fact that the foundation is about people,” says Shaw managing director John Shaw. “Often these are people who may be living in the most distressed conditions but who always retain amazing potential.”