Re—Union was asked by Fundament to create a solid visual identity that had to be simple, easy to implement and maintain, and non-designer-friendly.
Fundament
Details
We were commissioned by Fundament to develop a visual identity that prioritized simplicity, ease of implementation and maintenance, and user-friendliness for non-designers.
Working closely with Fundament's founder, we defined the core values and design principles through collaborative sessions.
Embracing a reductionist approach, we created a streamlined design solution, eliminating unnecessary visual noise and establishing a system that emphasizes content—specifically project proposals, documentation, editorial, and promotional materials.
By employing a single typeface predominantly in one type-weight and a grid-oriented layout, along with a few defined elements like symbols and patterns, we aimed to simplify implementation, streamline design decision-making, and foster visual consistency throughout Fundament's communication.
Working closely with Fundament's founder, we defined the core values and design principles through collaborative sessions.
Embracing a reductionist approach, we created a streamlined design solution, eliminating unnecessary visual noise and establishing a system that emphasizes content—specifically project proposals, documentation, editorial, and promotional materials.
By employing a single typeface predominantly in one type-weight and a grid-oriented layout, along with a few defined elements like symbols and patterns, we aimed to simplify implementation, streamline design decision-making, and foster visual consistency throughout Fundament's communication.
Year
2018
2018
Type
Personal Work
Made by RE—UNION
Personal Work
Made by RE—UNION
Client
NGO
NGO
Role
Visual Identity
Art Direction
Visual Identity
Art Direction
Brand Strategy
Ana Martín
Ana Martín
Wordmark
Due to its democratic, neutral, and minimalist heritage, and as a symbol of forward-thinking across history, we opted for Helvetica as the foundational typeface for the Fundament logotype. Helvetica serves as the designated font for headlines and body copy, maintaining a consistent use of the Regular weight.
Due to its democratic, neutral, and minimalist heritage, and as a symbol of forward-thinking across history, we opted for Helvetica as the foundational typeface for the Fundament logotype. Helvetica serves as the designated font for headlines and body copy, maintaining a consistent use of the Regular weight.
Symbol
The fusion of the letters 'u' and 'n' forms a visual metaphor within the Fundament logotype, representing unity, motion, and collaboration—aligned with Fundament's strategic objectives. This combination suggests a convergent progression from distinct directions towards a shared path. The resulting symbol serves as an iconic secondary brand element, featured prominently across various applications.
The fusion of the letters 'u' and 'n' forms a visual metaphor within the Fundament logotype, representing unity, motion, and collaboration—aligned with Fundament's strategic objectives. This combination suggests a convergent progression from distinct directions towards a shared path. The resulting symbol serves as an iconic secondary brand element, featured prominently across various applications.
Patterns
Taking inspiration from mind-mapping and interaction flow, I've created a versatile set of abstract shapes. These shapes, also function as dynamic patterns, reflecting Fundament's core values such as curiosity, diversity, and coexistence. These elements will be utilized to raise awareness, enhance editorial content, and serve as graphic components in data visualization.
Taking inspiration from mind-mapping and interaction flow, I've created a versatile set of abstract shapes. These shapes, also function as dynamic patterns, reflecting Fundament's core values such as curiosity, diversity, and coexistence. These elements will be utilized to raise awareness, enhance editorial content, and serve as graphic components in data visualization.
