The Fortify Foundation
Logo Design
I was asked to design a logo for a new foundation called "The Fortify Foundation" with a broad mission statement: "Supporting individuals who continue to pursue their goals in spite of life's challenges." They have a heart for people and particularly impoverished populations, and they seek to provide an all-encompassing and holistic approach to helping those populations. The types of support they plan to offer include academic support, career help, family structure counseling, mental health, financial literacy, and more. Not only will provide direct support to individuals in need but they also hope to provide financial support to local nonprofits that share their goals and values.
The challenge was to produce something that could be both simple and yet encompass everything they aim to achieve. The two general concepts I played with were 1) the idea of a building or tower, to represent the idea of fortifying or building something solid and valuable. And 2) holding hands, to represent the fact that all charitable work has to do with people and helping people. At the same time, I tried to incorporate two "F"s into the design. The final design was two Fs, mirrored vertical and overlaid on top of each other to represent two hands holding each other — one person helping up another person.
Navy blue was chosen to represent stability, calmness, and life-giving water.
The wordmark has the words stacked in such a way so as to reflect a building being built, almost like a pyramid being constructed.
