Focusing first on the name we started by reflecting on the organization’s goal, the core of their work, what they’re trying to achieve, and how that might be communicated simply, elegantly, and eloquently. After several iterations, the team settled on the Othering & Belonging Institute, inspired by the “Othering & Belonging” framework developed by Director john a. powell, which has guided the Institute’s work since its inception.
We took a similar approach with the logo, thinking deeply about how we might translate their work into a visual language. To communicate that concept, the logo depicts the othering and belonging framework through the use of imperfect circles. A lone red circle represents the “othering,” while the green and blue circles gently overlap each other to represent the “belonging.”
For the color palette, we used soft, earthy colors as a nod to the work the Institute is doing for all humans on planet earth. The muted tones also lend an air of sophistication, making the visual language feel grounded and centered.
To help the team communicate their brand consistently and cohesively through a variety of content, we also identified and articulated additional messaging elements, including voice, tone, tagline, mission, vision, and messaging pillars that align with the brand’s core values.
To make the brand easy to apply, we also crafted comprehensive brand guidelines, allowing their team to confidently create on-brand content across all digital and print assets. Crafting the promotional assets for the rebrand concurrently with the guidelines allowed us to provide real-life examples for content creators to emulate going forward.