Cu Alte Cuvinte
Industry: Education/Non Profit
Services: Naming, Brand Identity, Collaterals
Naming and branding of a Romanian non-profit promoting a diverse literature for children.
The brief.
Cu Alte Cuvinte (CUAC) is a cultural NGO from Romania that promotes a diverse literature, wherein all Romanian children can find themselves. The organization supports writers and illustrators to create diverse children‘s books, to tell a different kind of story, with diverse and inclusive characters. Their books are to be explored in workshops dedicated to children in kindergarten, schools and educational organizations.
They needed to establish their brand voice and produce various marketing materials for events and fundraising.
The first step of the branding was establishing their name. Through brainstorming and creative writing sprints together with the client, we chose Cu Alte Cuvinte (In Other Words) as a perfect illustration of their main mission: telling a different kind of story.
The design solution.
The non-profit targets young children from underdeveloped areas who, most of the times are almost illiterate. But being in the school system, they were familiar with shapes, drawings and scribbles. This served as inspiration for the logo concept and the entire identity: I thought about creating a visual system that the young audience could relate to even if they were not able to fully read the name of the organization.
The final logo uses bold, blocky letters as the acronym for the non profit’s name. The mark is complemented by a set of graphic symbols inspired by children’s drawings and scribbles, reflecting their youth and energy.
The logo is accompanied by a fresh and vivid set of graphic symbols, inspired by children’s drawings and doodlings.
The color palette hints to the pastel colors that are calming and soothing, but used in a higher saturation they also reflect youth, energy and playfulness.
Patterns and collateral materials were created to further enhance the brand identity.
