The Leaven for Humanae Vitae
Logo & Branding Design
Logo and branding for a non-profit that focuses on social justice through helping those facing hardship as a result of following the principles of the Humanae Vitae, a declaration of human worth and dignity. The name 'Leaven' comes from the idea that yeast spreads through dough as they hope to have their work multiplied by inspiring others to help also. The brief called for a redesign of their old logo to represent their new online presence and to expand their visibility among volunteers, donors, supporters, as well as people they can help. Even though the name was inspired by the Biblical parable, the overall brand shouldn't be overtly religious. In our early discussions we talked a lot about family and how those they help are often facing difficult financial decisions because of large families or because they chose family over career. I realized that the larger theme here was love. This idea really resonated with the founder, and brought an impactful element to the imagery I was working with. Since the word Leaven is not necessarily familiar to everyone, it was important that the imagery helped support understanding the meaning of the name. However, we didn't want it to be confused for a bakery or farm logo if wheat or bread elements were used. It was to be a modern brand that stood out among other causes, and had impact and relevance especially in a media saturated culture. The new phase for the organization relies on social media connections and online grassroots involvement to work for a higher good.
Some key words that emerged: Love, Family, Growth, Protection, Dignity, Honor, Integrity.