The FundingLogic method was developed over 40 years of hard work. There was no brand during this time. The founder's son asked my team to develop a brand that would position FundingLogic to grow.
I was brought on board shortly after the original brand was finalized to design a simple landing page website and a series of icons for each curriculum section.
After I finished the website I proposed a rebrand. I wanted the brand to reflect the legacy of the FundingLogic curriculum. The new brand was built on three basic ideas that are fundamental to the FundingLogic method.
The FundingLogic team provides experienced guidance on the confusing journey of fundraising. The brand should reference this journey.
The members of the FundingLogic team see far ahead and are able to share valuable insight with their clients. The brand should reflect this mysterious quality.
The FundingLogic approach is logical and based in experience and research. The brand should communicate this distinctive.
During the rebrand, FundingLogic was acquired by the Impact Foundation and merged with their Impact Institute. They commissioned my team and I to retrofit the brand for use in the larger Impact Institute curriculum.
The impossible geometry logo was replaced with a simple wordmark in a lockup with the Impact Foundation icon.
We extended the brand with an iconography system. I started with a series of icons that correspond with the curriculum categories.
The icons were used in the layout template series for the text-heavy print curriculum.
Along with the print curriculum, we produced a series of simple training videos to introduce potential clients to the FundingLogic system.