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 manifestion in individuals. 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.
A ground up strategic brand that includes logo, identity system, and website — and provides practical, proven tips, resources, information and education for everyone concerned with Fetal Alcohol Spectrum Disorder.
The organization has increased in awareness and participation, offering training opportunities, meet-ups, and connecting community.