FAD
FAD stands for Friends for African Development and works with African villages in need of long-term water and education solutions. Their vision for their brand was something that was obviously African but also that spoke of the tribes they are working most with now… namely, the Maasai. This tribe has many iconic qualities about it:
- Their dress and jewelry is almost exclusively red accented.
- They are a pastoral people, which means they stand for long periods of time. They have a signature lean in their stance.
There are obviously many more unique things about them, but these were enough to inspire a strong direction in forming the logo. After several proofs using thick fonts for “FAD” and different variations of the African continent, it struck me that it ought to feel more like the Maasai. Thus came the strong, red continent and the thin silhouette and letters. The board of FAD is incredibly pleased with their logo and branding.