Introduction

We began the design process investigating other organizations with a focus on homelessness and poverty. Unsurprisingly, we identified several visual motifs which are highly prevalent among such organizations. Abstracted people and groups, the personification of objects, hands, and doves.

While cliches are cliches because they’re true, we wanted to be much more deliberate and thoughtful in our approach. We focused on states of being, and messages of hope, direction, guidance, and positivity. With this concept in mind, we sought to create a visual identity which is truly unique within the area of homelessness and poverty, yet appropriate for the subject.

Primary logo

We often hear the phrase “keeping the lights on” when discussing poverty and homelessness. The Hope & Home logo is a visual representation of this common phrase. Our logo represents the warmth and safety of light, a comfort which can be understood by any individual facing housing insecurity or poverty.