Global Partners for Development is a non-profit based in Northern California that works directly with community leaders in Kenya, Tanzania and Uganda to identify and implement development projects in the areas of education and public health.
Their original logo was quite old. They felt that it looked too generic, dated, and was not the best fit for a non-profit dedicated to helping communities. In addition, they felt that the red color (though appropriate in the sense that it is the color of the Masai), was too strong. They wanted the new logo to feel established, authentic, trustworthy, and integrous. The challenge was that they also felt their donors recognized and were attached to their old logo, and so they didn’t want a complete departure, just a “soft rebrand”— basically, they wanted it to still be quickly recognizable as the same company, but with an update to make it look friendlier and more contemporary.
We went through several ideas and iterations before settling on a logo that’s a straightforward update on the old logo.