Fair Trade Hong Kong — NOT-FOR-PROFIT
Future-proofing the Hong Kong NGO
Background
Fair Trade Hong Kong is a not-for-profit organisation established to promote fair trade in the S.E Asian region, Fair Trade are committed to reducing inequality, alleviating poverty and creating a sustainable future.
Challenge
Fair Trade Hong Kong approached us to refresh and modernise their visual identity.
In the age of dynamic brand engagement, Fair Trade needed to stay relevant within both environmental and social spheres.
— Existing Fair Trade lockup
Strategy
Through our brand strategy workshop with the Fair Trade board of directors, we uncovered four core values unique to the organisation.
— Promote equality
— Foster positive commerce
— Champion traditional values
— Build community networks
— Promote equality
— Foster positive commerce
— Champion traditional values
— Build community networks
Expression
To create the logomark, we combined the icons from the four core values.
The Fair Trade logomark is visually balanced, a visual metaphor of the organisation’s four core values.
The open-source type family, Montserrat was chosen for the brand for its authority and functionality.
