Read about branding, marketing and more cool stuff : Logo design for an international non-profit organization

Brainstorming

More than creating a logo to identify HESED as a traditional sports brand, it is important to highlight the humanitarian cause, HESED is a non-profit organization which fights poverty using sports and culture by doing humanitarian and social actions around the world. The word HESED is totally new for us, but since it is the brand name, we must have a clear understanding of its meaning. HESED is a Hebrew word that means loving kindness and loyalty, which are perfect adjectives to identify the brand mission and vision. HELP PEOPLE.

Research

As was mentioned by the clients, their competitors are Adidas, Reebok, Nike and other sportswear brands, but an element that makes the different from these commercial brands is that HESED will be using the entire profit to fight poverty around the world, reason why we must include in our research some references from other organization with a similar mission.

If we observe these logos, we can identify two groups, on top we have some sports brands suggested by the client and at the bottom we have some well-known humanitarian organizations, if we see the styles are clearly different, while the sports brands use lines with movements and sharp traces, the other group logos use elements related with their mission; except one, Bennetton, this is not exactly a sports brand, but it has a strong image in the fashion industry and its campaigns are usually linked with humanitarian content, which are common factors with HEDSED.

Sketching

Here we have some random sketches that I have created to experiment possible shapes and forms to create the logo.

Logo Characteristics

After some modifications and final adjustments this is our proposal. HELP PEOPLE, these two words define the HESED mission as a non-profit organization, but it is important to understand that work against poverty takes more than good intentions and a good heart, and this is what I’m representing in this logo, A strong and bold heart helping poor people around the world.

We understand this is not a traditional graphic representation of a heart, make it obvious could lead us to a weak concept and become one of the hundreds companies using a heart as a logo. Another important aspect is the simplicity and connection with the brand name, if we see the construction process at the left, after selecting the right typography, after couple movements we have and strong and solid concept.