Logo and Branding: The Chain Reaction ProjectPosted: April 25, 2012
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.
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Richard is a British freelance designer and writer who specialises in the development of logos, branding and packaging. He has written for Brand New, Design Week and The Dieline, and featured in Computer Arts magazine.