One Dollar Foundation
Visual Identity Design for a Non-Profit Organization
We were asked to create the visual identity for the One Dollar Foundation, in Trinidad & Tobago. The One Dollar Foundation is a non-profit organization geared towards encouraging the younger members of society to give back by working together, in various volunteer outreach initiatives, and making a generous contribution to the country.
After our initial discovery session, it was important to conceptualize and design an identity for the organization that would have an abundance of substance and significance, drawn from the mission and vision statements of the brand. We were pleased to satisfy this mandate and create an identity that was both meaningful and inspired by the organization’s guiding documents.
brand identity design / branding / art direction
There are key design ideas behind the creation of the logo, which give it a unique brand identity and sets the organization apart from others in the non-profit space. The logo is designed to expand to reveal a larger brand system. It is adaptable, and can move and shift to align itself with different visual environments—print, digital, online, and even animation.
The red, circular visual device symbolizes the interlocking of people coming together to support and contribute to a worthy cause. This speaks to the importance of working together. There is a strong inter-dependency needed for success to be realized, and the interlocking symbols speak to that. The three, red circular shapes of the device also give reference to the three pillars of The Foundation: 1. Giving back; 2. Working together; and 3. Making a contribution.
In addition, the interlocking device also symbolizes the individual dollars working together to make a social impact that affects change—one dollar at a time—"because every single dollar counts." The red color scheme, reflects the National colors of Trinidad & Tobago, and hints at the red, TT dollar, which is the foundation of the organization's social and economic drive. As small movements lead to grand movements, the device increases in size to show the increasing greatness of the foundation’s work and outreach.
The logomark is not static, but fluid and active. If one traces the design scheme with their eyes and follows the flow of the shapes, one notices that the loops continue to flow. This implied movement engages viewers and draws them into the design layout, inviting more interest in the One Dollar Foundation brand itself.