–The Basic Fund
Rebranding the Future of a Generation
The BASIC Fund is a privately-funded nonprofit providing partial-tuition scholarships to low-income families across the Bay Area. DarkSquare worked closely with their leadership and board to develop a brand as diverse and creative as the communities they serve.
Sometimes One Logo Isn’t Enough
During the review of our initial design work it became clear that one child illustration would not be representative of the many diverse families that The BASIC Fund serves. We developed 8 different children illustrations with different characteristics to represent a broader range of ethnicities and gender.
The Delight of the Unexpected
Having 8 different logos presented a few pragmatic challenges that offered surprising and charming solutions. A set of stationary was printed for each child illustration, then shuffled. Each correspondence would have a randomly selected logo offering a moment of discovery and realization for the recipient. This creates a memorable and sharable brand experience they won’t forget. The logo on the website is also programmed to randomly generate one of the 8 designs on each impression. The result is a different logo every time you revisit or refresh a page.
Basic Fund Board of Directors Member
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The BASIC Fund has a clear vision to open the door to as many families in need as possible through private education. They partnered with DarkSquare to develop an animated explainer video that would alert more people to the cause and gain new donors to help children and families in The Bay Area. Famed sports announcer, Jim Nantz, lent his voice to the effort providing voice over services.