Mark Studio has created the identity and supporting visual materials for the imminent launch of sexual rights support organisation Free & Equal.
The start-up, which, through financial and networking support, helps groups in developing countries working for the advancement of the rights of sexual minorities, is the brainchild of human rights activist Joseph O’Reilly.
Manchester-based consultancy Mark Studio took on the project at the end of last year, having previously worked with O’Reilly on Book Aid, a project it won through recommendation from client Mines Advisory Group, an organisation which works to clear the remnants of conflict.
Under the brief, Mark Studio was asked to create a public-facing visual identity for Free & Equal, as well as supporting launch materials, including a short prospectus, promotional documents, stationery and Web guidelines. Mark Studio founder Mark Lester explains that the identity had to convey to the UK public, policy makers and funders the urgent need to support human rights defenders in developing countries, and therefore had to have maximum impact.
The organisation’s values, as set out by O’Reilly, stand for freedom, equality, justice, fairness, solidarity and internationalism.
With this in mind, Mark Studio has opted for an abstract, stark and simple identity, where the ‘F’ and ‘E’ echo each other.
‘With regard to colours, we have developed a spectrum of colours like a rainbow – with a twist – a muted, almost burnt version of the entire spectrum. These colours are associated with different aspects of the organisation’s work. The colours work as a navigation system for the website too,’ says Lester.