Storytelling through Visual Identity

When your organization is grounded in purposeful connection, your branding should reflect that.And if your logo can tell that story in and of itself, you’ve got a great jumping off point for the rest of your brand materials.

That was the goal for the DoGooders logo.

The DoGooders movement highlights the best of both the nonprofit and for-profit communities using a unique, repetitive system of giving.

The movement starts when a Giver Company gives a gift to a member of a local nonprofit (a DoGooder) as a way of highlighting their service to the community. The DoGooder posts a photo of themselves with the gift to social media and to the DoGooders website, and then nominates another DoGooder to receive a gift in the chain.

Each time a Giver company joins and gives a gift to a DoGooder, a new chain is started. The result is a series of ongoing chains of DoGooders who are being recognized for their selflessness by Givers. This system simultaneously changes negative perceptions of capitalism, encourages acts of giving, and highlights local nonprofits.

The Inspiration

The DoGooders movement highlights the best of both the nonprofit and for-profit communities using a unique, repetitive system of giving.

The movement starts when a Giver Company gives a gift to a member of a local nonprofit (a DoGooder) as a way of highlighting their service to the community. The DoGooder posts a photo of themselves with the gift to social media and to the DoGooders website, and then nominates another DoGooder to receive a gift in the chain.

Each time a Giver company joins and gives a gift to a DoGooder, a new chain is started. The result is a series of ongoing chains of DoGooders who are being recognized by Givers.

old logo
The Old Do Gooder's Logo
moodboard
Moodboard to set the stage.

The Creative Process

Logo design can get messy before it gets good and simple. Sometimes the only way to get simple is to get messy, and then extract a small, unique unit from the chaos.

The process began with a moodboard to solidify colors and to get a feel for the visual preferences of the client. This resulted in a vibrant color palette inspired by an Arizona sunset.

The logo itself started with a brainstorm and a few pages of thumbnail sketches to flush out ideas. It was important to our designer that the logo mark hold a deeper meaning beyond just symbolizing a gift. This concern was expressed by the client as well, who wanted to avoid symbols that seemed obvious. DoGooders has too much thought and heart behind it to be represented by something generic.

Some possible marks were inspired by artistic combinations of the letters D and G, with subtle hints at a gift. Other options were based on the idea of arrows (extracted from the old logo) or infinity symbols.

When your organization is grounded in purposeful connection, your branding should reflect that.
dogooders logos
color palette

Dogooders logo Dogooders logo Dogooders logo

Fonts, Colors, and Alternative Logos

This logo wasn’t complete without an eye-catching font and the use of the new bright color palette.

We chose BC Alphapipe as the primary font: a circular typeface based on the original Alphapipe font by Czech graphic designer Jiří Rathouský. The font is approachable and uniquely open, which is fitting for the DoGooders brand.

The DoGooders movement is unique to Arizona, but has plans to replicate the concept with state chapters nationwide. To prepare, a state lockup of the logo was also created.

Photo of Remarkabook showing visual guidelines and logo pages

And if you think that's fun, just wait ‘til you see the website.