The essence of the organisation’s mission is to change consumption by transforming the way individuals behave and ‘rethinking production’ by bringing about systemic change in companies and institutions.
An identity system has been created around the idea of reduction. The Mlinda wordmark can be read as a symbol for reduction as each letter appears to be increasingly simplified when read from left to right.
This approach has been applied to language across the branding with negative words indicating a graduated reduction and positive words indicating a graduated increase.
A toolkit of words has been developed to this end and guidelines are being created so that the organisation can continue with the theme.
An accompanying image bank divisible by the same positive and negative themes can be matched up with the words, and there is also a set of pictograms.
You can see many more examples on the organisation’s website, also designed by Johnson Banks.
Mlinda is currently working on rural electrification and transport projects in India and a new project in Paris to create an ethical investment portfolio.
It is also looking to give away second-hand books approved by the team to friends and opinion formers, as a knowledge-sharing exercise – Johnson Banks has created belly-band wraps for these books.