The Chain Reaction Project

If you know me you’ll know that I have a bit of a soft spot for good charity design (see Coca Cola Cough Medicine) and I came across this project, by Singapore based branding agency, Bravo Company.

The Chain Reaction Project is a non-profit organisation, launched in 2009 by a group of women who were committed to transforming lives in some of the world’s poorest nations. Their mission is ‘to find a cause and have an effect and, from there, grow their initiative by inspiring others to be catalysts for change as well’.

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For the design, Bravo Company have chosen to go down a simplistic but effective route, utilising simple lines and a two-tone colour palette. The identity is restrained yet accessible through the use of rounded terminals and a similar sans serif typeface; the overall impression is a blend of playful and technological undertones, implied by a light and consistent line weight throughout the branding.

The logo mark is based on the Chinese character ‘ren’ meaning ‘people’; it represents the company’s namesake through three points branching out from one – a concept that is pushed further in the use of the identity as a basis for a larger network of assets. Hexagonal forms are created when the logo mark is repeated and combined, creating a visual chain reaction but also referencing hives and communities – a visual representation of the brand values.

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The identity integrates seamlessly within a series of icons, one for each of the charity’s various causes, proving its flexibility and cementing it as an essential element of the brand mark.

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The Chain Reaction Project further embodies the concept of their namesake through their business card, which creates its own physical chain reaction. The business card is perforated, so the recipient keeps one and gives away the other three.

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The card they keep is complimented by handwritten details on the back, in the hope that this will encourage the recipient to feel individually responsible for their part in the bigger initiative.

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All of these design elements come together to form the branding for The Chain Reaction Project, using strict geometric angles and rigid designs which appear human and approachable through the softening of edges and rounded terminals.Described by Dr Jose Ramos Horta, Nobel Peace Prize Laureate, as ‘a bridge of solidarity and compassion that connects us as human beings’, the 3-stroke identity holds its own as a stable and brilliant brand story.

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Image source: The Chain Reaction Project

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