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The Chain Reaction Project designed by Bravo Company

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Logo and stationery with iconography detail for The Chain Reaction Project designed by Bravo Company

The Chain Reaction Project is a not-for-profit organisation founded in 2009 to aid developing countries through global community intervention. The organisation’s identity, developed by Singapore based independent design studio Bravo Company, takes a three pointed star as the basis for a larger network of assets that resolve the philosophies and the broad range of causes it aims to tackle.

The converging three stroke foundation of this identity is incredibly restrained and confidently draws on the association and similarity it has with the Red Cross but with the accessible qualities you expect to get from rounded terminals and similar sans serif typeface. This softer sensibility is reinforced by a broad series of proprietary assets that expand on the mark and blend the playful with the technological undertones of a light and consistent line weight. The logo-mark, combined and repeated, characterises a broader network through a hexagonal form that appropriately references hives, communities and the chain reaction one individual can ignite. A perforated business card makes this idea a memorable physical gesture that is complemented by hand written details on the reverse, an action that makes the owner individually responsible for their part of a bigger initiative. This sense of functionality is carried through a two tone ‘emergency’ red and black colour palette that, executed across the collaterals, survival products and an uncoated unbleached substrate appears to have an underlying utilitarian aesthetic.

The rigidity and geometry of the identity makes the brand appear stable and reliable, ideal for a charitable organisation, and although it perhaps lacks energy or spontaneity the solution takes a very simple form and gives it an expansive and engaging quality.

Logo for The Chain Reaction Project designed by Bravo Company

Logo for The Chain Reaction Project designed by Bravo Company

Logo for The Chain Reaction Project designed by Bravo Company

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Notebook with icon and logo detail for The Chain Reaction Project designed by Bravo Company

Notebook with icon and logo detail for The Chain Reaction Project designed by Bravo Company

Notebook with icon and logo detail for The Chain Reaction Project designed by Bravo Company

Logo and business card with perforated detail for The Chain Reaction Project designed by Bravo Company

Logo and business card with perforated detail for The Chain Reaction Project designed by Bravo Company

Logo and business card with perforated detail for The Chain Reaction Project designed by Bravo Company

Logo inspired icon set for The Chain Reaction Project designed by Bravo Company

Bandana with icon pattern for The Chain Reaction Project designed by Bravo Company

Wrist scarf with icon pattern for The Chain Reaction Project designed by Bravo Company

Cycling shirt for The Chain Reaction Project designed by Bravo Company

More brand identity work by Bravo Company:

Logo - Podi  Logo - Five & Dime  Logo - Multicourse

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  • http://twitter.com/StvCummins Stephen Cummins (@StvCummins)

    Perfect example of a logo which is not very strong in isolation but when viewed as part of the overall brand has massive impact. Thanks for the showcase & review.

    • http://bpando.wordpress.com Richard Baird

      Completely agree, I think it really highlights the difference between designers working on a single asset and those working on branding. The logo always gets simpler the more assets you have to communicate with.

      Thanks for dropping by.

  • charleneys

    The said three-point star is actually the chinese character “rén”, meaning people, human, or in this case more appropriately an individual. I think this is a very important part of the concept that defines the essence of the logo and its application. Also one of the best branding project I’ve come across that transcends language and cultural barrier.

    In response to Stephen’s comment about the logo not appearing very strong in isolation but once expanded has a massive impact, perhaps that is intended as part of the concept – to illustrate that a single individual may not be much but when combined the force is strong?