portfolio/graphic-design

ILSA - Branding 2024

Project Details

This ILSA logo redesign project sought to capture their essence as a catalyst for change and growth in Latin America. The new design merges an expanding map of Latin America with a sprouting plant, symbolizing vitality, connection to the land, and the aspiration for a better future.

About the company

ILSA, founded in 1978 as an NGO, focuses on alternative legal services and supporting social movements, grassroots organizations, and disadvantaged sectors. Initially operating in various Latin American countries, it has focused on Colombia since 1988.

My role

Project Lead

Team

Stand alone

Duration

One month

Tools

Illustrator

Context

ILSA, a well-established NGO in Latin America, sought to refresh its visual identity to better reflect its mission and values. The organization has experienced significant growth in its reach and impact, and needed an image that would communicate its dynamism and commitment to social and legal development in the region.

Main Objective

To create a new logo that captures the essence of ILSA as an agent of change and constant growth in Latin America. This logo should be memorable, versatile, and adaptable to various contexts, conveying the values of empowerment, knowledge, and social progress that define the organization.

Challenges

Representing the organization's diverse activities in a single symbol, conveying the concept of growth and evolution, creating a memorable and versatile design, maintaining consistency with the previous identity, and developing a comprehensive brand manual to ensure the correct application of the new image were the main challenges I faced in this project.

Logo design

The logo has been redesigned from the existing one, creating a new unique isotype that seeks to distinguish the institution in the sector. This new isotype, a stylized world map, incorporates the concept of growth with a germinating plant, representing ILSA's historical work. Additionally, the ILSA acronym has been updated, establishing design guidelines for its creation.

World Map

The design of the world map is based on simplicity, legibility, and uniqueness. The golden ratio was used as the foundation for its composition, ensuring the harmony of this graphic element.

The maximum size of the world map served as a module to establish the proportions of the other graphic elements.

Acronym and type

In restructuring the ILSA acronym, the goal was to harmonize the shape of the letters. Design guidelines were established, and issues with kerning and font weight were resolved, bringing cohesion to the two elements of the logo.