Ayuda en Acción is a Spanish NGO that aims to end poverty and inequality by promoting jobs and education in over 22 countries. The organisation decided to update its brand system after the 2020 lockdown situation, and approached the project in the same, long-term and sustainable way as their core pojects. They describe the process on their website (auto translated from Spanish):
The process is similar to the way Ayuda en Acción interacts in each community. Relajaelcoco has accompanied the organization over the last year so that its members familiarize themselves with the new identity from rebranding and could make the essential values of the brand their own and use them on a day-to-day basis.
The logotype is the synthetic representation of making the difference leaving a permanent mark. Typography is a key element in this visual system. Both Bogart by Zetafonts and DM Mono by Colophon Foundry define the two main nuances of the brand, focusing on a digital approach and readability. We have been establishing that Bogart refers to a humanistic and relatable approach of the organization and the DM Mono is more focused on the professionality of Ayuda en Acción.
The visual style is based on documentary essence trying to represent reality avoiding forced poses and unnatural situations. The idea is to provide each picture with a warm light that spreads a clear attitude of embracing communities to remark a human approach.
The illustration style, created in collaboration with Pedro Perles, is based on a more pictorial approach to outline the primary essence that all cultures have in common.