In my initial research and inquiry into FASD, organizations and resources, I did not find many well-designed, thoughtful logos. Most are of a clip-art and include tragic typography, cliché wine glasses and infants. Balance, precision, proportion are generally not considered. Ugh!
Since FASD is not curable and a life-long reality for those affected, my first goal was to create an adult logo and avoid all clichés. I decided on a typographic word mark rather than an icon-based logo to bring more awareness to the disorder — FASD — itself. My design is subtle, sophisticated, while at the same time, obvious. It stands out from what’s used by similar organizations.
I created the
identity by considering the
hidden issues of the disorder, the many variations of its manifestation in individuals.
To represent the SoCal vibe and reduce a sense of clinical, I selected warm colors from across the hue spectrum and hid a reverse impression of the uppercase letters within the letters. My intent was to create an honest visual identity that communicated hope but also the substance and seriousness of the disorder.
In addition to creating a number of
touch points, I developed a
custom website which functions as a resource hub for those affected, their families, educators, law enforcement, the medical community, and also is the first point of connection to the organization and everything it offers.