By Drew Davies, Owner and Design Director, Oxide Design Co.
The new visual identity for WMF was crafted through a collaboration between WMF and Oxide Design Co., an Omaha-based communications and information design firm. The new look is the product of a researched and thoughtful process in which we focused on what truly characterizes WMF.
The process included interviewing members of the WMF team from various field offices to get at what makes WMF so unique and important. After that, we worked closely with a team at the Omaha office to refine our collected information into a tangible icon. We believe the new logo encapsulates the core identity of WMF into a compelling and uniquely personal symbol. WMF has asked us to share some of the meaning behind their new logo.
We invite you to continue to explore the symbolism of this logo and find deeper meaning in it for yourself. Ongoing reflection on the new visual identity will build its value and deepen its importance to the organization.
It has truly been a pleasure partnering with Word Made Flesh to make manifest its endeavor in a compelling and exciting visual identity.
The new logo is joyful — The bird, taking flight, is joyfully redemptive. The image of a bird also hints at the rebirth of the phoenix, symbolizing WMF’s efforts to help people rise up from the ashes of despair.
The new logo is symbolic of the nine Lifestyle Celebrations — The celebrations that form the foundation of WMF are manifested through nine distinct bird feathers and the nine buoyant colors used throughout the new identity.
The new logo is faithful — The logo and type are rendered by hand: an authentic and unvarnished, faithful representation of the people of WMF. Its rough edges reflect the places in which WMF operates. All the identity pieces are humanized, changing color and placement and touching page edges.
The new logo is functional — The bird and type are intentionally separated, allowing for WMF sites around the world to insert their own natural and functional translations. Fluid movement of the elements in relationship to one another also keeps the identity fresh and vital, just like WMF.
The new logo is symbolic of St. Francis — St. Francis, whose dedication to the poor has clearly made him an important figure for WMF, was regularly accompanied by birds. And with six wing tips, this bird is an intentional allusion to the six-winged angel that transformed St. Francis’ life.
The new logo is honest — There’s a human hand at work throughout the identity. Every piece is simple and straightforward. As a symbol, the bird itself is impartial, facilitating cross-cultural understanding (and cross-ethnic representation) throughout the WMF sites.
We’ve absolutely loved working with Oxide, check ‘em out! oxidedesign.com