Fail Khair Rabat Initiative is a non-profit association dedicated to various philanthropic activities in Morocco. Using an outdated logo and no clear art direction, the association sought to elevate its image and establish a cohesive visual identity that would reflect its values, and personality, and foster a sense of unity among its members and its followers.
Branding design
Fail Khair Rabat Initiative
The challenge of the brand identity revamp for Fail Khair Rabat Initiative was to effectively capture the excitement and youthful energy of the association’s young members while symbolizing love and joy in their mission of helping others. The goal was to create a visual identity that resonated with the target audience and reflected the vibrant spirit of the organization, while incorporating elements of philanthropy and compassion.
To address this challenge, the existing heart shape from the old logo was preserved as an iconic element. It was reimagined as the central component of the new logo, symbolizing love and compassion. The heart shape became the core element, serving as a visual representation of the association’s commitment to helping those in need.
The new logo design was crafted by utilizing the two Arabic initials of the association’s core name, “Fail Khair,” in a creative and distinctive way. The initials were designed in a rope-like style, evoking a sense of unity and connectedness. This rope-like graphic element also served as a visual representation of support and philanthropy, emphasizing the association’s dedication to helping others.
The color palette chosen for the branding included vibrant orange, white, and green. Orange was selected to convey enthusiasm, energy, and the youthful spirit of the association’s members. White symbolized purity, integrity, and the organization’s transparent approach to their philanthropic activities. Green, often associated with growth and harmony, represented the nurturing and positive impact that Fail Khair Rabat Initiative strives to achieve.
By combining these design elements – the heart shape, the rope-like initials, and the vibrant color palette – the new brand identity successfully captured the excitement and youthfulness of the association’s members while symbolizing love, joy, and their commitment to helping others. The branding conveyed a sense of energy, compassion, and unity, reflecting the values and mission of Fail Khair Rabat Initiative to the Rabat community and beyond.
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