When I began working with Whole, they were applying for nonprofit status. To further establish their brand, they wanted to create an identity that spoke to the community they’d already been forming.
Brief: Executive Director Courtney Pettway had clear directions for what she expected. She wanted a new brandmark that was clean and timeless. It should feel as if it relates to women, but not become stereotypically girly. Also, the mark had to work on company swag.
Outcome: The resulting logo is a rounded, interlocking initial mark paired with a rounded serif typeface. The color scheme for the company’s brand identity is a fun and vibrant mix of purple, orange, pink, which suggests femininity without becoming overtly so. The finalized mark and color combination resulted in a youthful yet refined logo that could grow with the nonprofit for years to come.