BRIDGING GAPS – MARKENGESTALTUNG
Bridging Gaps is a Non-Profit Organization that provides Community Microloans for Entrepreneurs from the Global South to establish their own Businesses.
CLIENT
Bridging Gaps
SERVICES
Branding, Brand-Identity, Illustration, User Experience, Webdesign, Web-Development
TIMELINE
2023–Now
PROJECT OWNER
Janina Peter (Co-Founder & CEO Bridging Gaps)
THE CHALLENGE
To create a brand that is as unique as our innovative pay-it-forward business model. Within a landscape saturated with numerous NGOs engaging in similar activities and competing for donations, it should be visible that we are different, that we created something really innovative that stands out from the crowd and has enormous impact potential.
Logo
The logo for Bridging Gaps is a visual embodiment of the organization's mission and values. It has been meticulously crafted to reflect the essence of connection, trust, and contemporary relevance. The design integrates thoughtful elements and symbolism to convey a sense of unity and support, making it instantly recognizable and memorable. This logo serves not only as an identifier but also as a visual narrative that encapsulates the spirit of Bridging Gaps, fostering a strong and positive association with the brand.
... SERVES AS A BRIDGE AND LITERALLY CLOSES THE GAP BETWEEN THE TWO WORDS
VIEWED HORIZONTALLY, THE "BRIDGING GAPS" SYMBOL REPRESENTS OUR UNIQUE DONATION CYCLE
VIEWED VERTICALLY, IT ALSO REPRESENTS THE LETTER G, WHICH ...
Colors
In shaping the color palette for Bridging Gaps, we drew inspiration from the two countries that Bridging Gaps started operating in: Uganda and Brazil. Our selected palette radiates a vibrant, lively and authentic spirit, embodying the essence of these countries, their people and nature. Consciously avoiding the overused unsaturated blue and yellow, prevalent among competitors, our design embraces a spectrum hues. Balancing contemporary professionalism with distinctiveness, our aim is to ensure our brand stands out memorably in the eyes of our audience.
Optimistic Yellow
Hex:
#CFFF6A
RGB:
207 255 106
CMYK:
19% 0% 58% 0%
Empowering Orange
Hex:
#FF3D00
RGB:
255 61 0
CMYK:
0% 76% 100% 0%
Approachable Rosé
Hex:
#F1C8C5
RGB:
241 200 197
CMYK:
0% 16% 17% 5%
Simple Beige
Hex:
#E7E3D8
RGB:
231 227 216
CMYK:
0% 2% 6% 9%
Hopeful Green
Hex:
#44C619
RGB:
68 198 25
CMYK:
51% 0% 68% 22%
Trustworthy Indigo
Hex:
#041C32
RGB:
207 255 106
CMYK:
19% 0% 58% 0%
Transparent Lilac
Hex:
#A87FFF
RGB:
168 127 255
CMYK:
34% 50% 0% 0%
Typography
In the design of Bridging Gaps, typography plays a crucial role in conveying the brand's values and personality. Two distinct typefaces have been selected to work in harmony, each bringing unique characteristics to the overall aesthetic.
Microloans, Maximum Impact!
We provide Microloans for Entrepreneurs from the Global South to Establish their Own Businesses.
Figtree
[PRIMARY TYPEFACE FOR BRIDGING GAPS]
Google’s Figtree is a clean yet friendly geometric sans serif typeface underlining the contemporary yet trustworthy essence of Bridging Gaps. It's light-hearted and crisp when used for text, yet still retains some punch when used in uppercase.
TRUSTWORTHY
PROFESSIONAL
CONTEMPORARY
Give a Little, Change a Lot!
Once donated, the money is passed on to the next entrepreneur and not returned to the donor!
P22 Mackinac Pro
[Secondary Typeface for Bridging Gaps]
Adobes P22 Mackinac Pro serves as a delightful and contrasting companion to the sleek main typeface "Figtree". With its playful and inviting nature, Mackinac Pro adds an accessible and human touch to the design. It embodies a sense of hope and support, enhancing the overall visual experience.
PLAYFUL
HUMAN
INVITING
OPTIMISTIC
Illustration + Pattern
To explain what Bridging Gaps does and how it works, we developed a flexible and recognizable illustration system based on simple geometric shapes, inspired by the collaboration between the Global North and Global South.
THESE SHAPES CAN BE PUT TOGETHER LIKE A "BAUKLOTZSATZ" REPRESENTING THE ESSENCE OF BRIDGING GAPS: TO BUILT SOMETHING OUT OF DIFFERENT COMPONENTS (ENTREPRENEURSHIP WORKSHOP + DONATIONS) TO CREATE SOMETHING NEW (NEW BUSINESS)
Photography
The visual content for Bridging Gaps in Uganda is captured by Malish James, refugee and Co-Founder of Bridging Gaps. These images and videos embody an authenticity and vibrancy that we cherish and didn’t want to alter in the slightest. Malish honed his photography skills through his participation in the UN WFP Storytellers initiative, where he also crossed paths with Janina, Bridging Gaps founder and CEO, for the first time.
Pitchdeck
As a non-profit organization, Bridging Gaps depends on donations, grants, and funding, making the pitch deck crucial for their success. With this in mind, we designed the brand identity to simplify the communication of complex concepts, ensuring clarity and engagement from the outset.