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Trava Create Branding for Pure Hearts, a Georgian Women’s Charitable Foundation

Trava Create Branding for Pure Hearts, a Georgian Women’s Charitable Foundation

Pure hearts is a Georgian women’s charitable foundation to support and help women and children with cancer.

A task: Develop a new, memorable image of the foundation that would reflect the core values: goodness, unification and mutual assistance. The logo should read that the foundation is female, since it includes only Georgian women around the world, about 30 thousand participants.

Decision: As a rule, simple visual solutions are capable of effectively solving the semantic tasks of a brand, the main thing is to find them. Since the Georgian Foundation we started looking for elements and symbols that could reflect this. At the same time, the image should be modern and not go into authenticity.

We paid attention to the flag of Georgia and found the element we needed. It is one of four crosses in the corners in the shape of the so-called Bolnisi cross. The upper part was changed to a circle and received a new image of a girl with her arms spread to the side, which symbolizes openness and unity. The side and bottom parts of the cross look like a dress or sundress.

Visual identification: The pattern is a sign that forms a community of women who hold hands with each other, symbolizing unity and mutual help. The alternation of colored and linear figures tells us the scale of the foundation and different women, united by one idea. The pattern is easily adaptable to any medium, making them aesthetic and recognizable. Figurine graphics can be placed in a single row in a straight line or in a bottom arc if you want to keep more air in your layouts. If typography or other information is missing, then you can place the entire pattern on the surface of the medium or combine graphic techniques.

Colours: The main colors are bright red and pale blue (heavenly). They complement each other perfectly, on the one hand, they work in contrast, which gives flexibility in application on media, on the other hand, they balance and make the style unique. Additional colors are black and white and can be used in typefaces and as backgrounds.

CREDIT

  • Agency/Creative: Trava
  • Article Title: Trava Create Branding for Pure Hearts, a Georgian Women’s Charitable Foundation
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Identity
  • Agency/Creative Country: Georgia
  • Market Region: Multiple Regions
  • Project Deliverables: Brand Creation, Brand Identity, Brand Strategy, Branding, Product Naming
  • Industry: Non-Profit
  • Keywords: Pure hearts

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