Donner Canadian Foundation
Brand Identity & Website
The Story
A rich and meaningful new brand rooted in philanthropy and family. The Donner Canadian Foundation is a Canadian philanthropic granting foundation that seeks to advance creative ideas and solutions towards a range of environmental and social issues.
Before
After
Cause
Philanthropy & Granting
Climate & Sustainability
Services
Logo Design
Branding & Identity
Web Design
Details
The success of this project hinged on collaboration with Donner Canadian Foundation (DCF) staff and the Donner family to develop a brand that resonates across three living generations of tastes and opinions. Through careful consensus building, a look & feel emerged that is both modern and classic, achieved through dignified typography that straddles a sans and serif aesthetic, and a colour palette that can be toned up and down depending on the use case.
The DCF logo brings together natural metaphors of roots, trees, and foliage to create a unique icon that speaks to many aspects of the foundation. The natural line work communicates the idea of deep roots while also giving a feeling of fluidity & growth. Five lines represent the five generations of the Donner family, and while the lines feel connected, they each have their own momentum and direction, much like the Donner family members who grant wherever their passions take them.
The signature logo motifs are used thoughtfully as a graphic element throughout the brand. The line art can be used on its own or on top of photography to add visual punch to places like the cover of a report, and the silhouette can also be used as an image frame, or as a translucent watermark. Following the brand's completion, a suite of foundation collateral was also created including business cards, letterhead, email signatures and presentation slides, in addition to a succinct, informational website.
Project created at Loop: Design for Social Good