about
The New American Fund works to ensure aspiring Americans in Miami achieve economic stability, immigrant integration, and civic engagement in order to be full US citizens. We love working with organizations and individuals that are making an impact and building legacies, and have been continuously working with NAF for the past few years.
NAF hopes to give every person entering the county a warm and welcoming home. 🇺🇸 We supported NAF in the creation of a cohesive brand identity that is relatable to the target audience, to help the organization carry through their brand experience digitally and offline.
brand strategy
NAF’s logo features organic and gradient shapes to convey a natural and spontaneous look, keeping in mind their key words: identity, culture, diversity, support and empowerment.
The base of the developed logo is a circle: a symbol that represents unity, totality and universality. This circle is made up of people who are united, as if they are holding hands, meeting, giving each other support. The shape becomes an octagon; we chose eight sides because the number 8 represents victory, success, abundance, compassion and overcoming in numerology.
The faces have slightly different sizes and different colors in association with diversity. There is also a smaller shape with eight sides inside the logo, with some vertices above and others below the larger shape, to give a sense of dimension and depth, since immigration involves not only people, but also their emotions. All forms have vertices pointing outwards to transmit expansion, growth and opportunities, and all of them contain curves to convey welcoming, belonging and warmth.
NAF’s brand identity material includes logos, a brand manual, presentation decks, social media graphics, flyers, apparel design, social media, email and website banners.
NAF hopes to give every person entering the county a warm and welcoming home. 🇺🇸 We supported NAF in the creation of a cohesive brand identity that is relatable to the target audience, to help the organization carry through their brand experience digitally and offline.
