Identity

Identity

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Digital

Text

Traditional Knowledge and Land Preservation Foundation (Traklap) is a non-profit, community-based organisation, working in Kenya to reverse cycles of poverty by fostering sustainable community education and development. Their main activities involve acquiring land for the growth of both indigenous plants and food crops for the community, and establishing programs that focus on the preservation of traditional knowledge, new skills acquisition, and improved quality of life for all.

We wanted the identity to have a bright and positive feeling, which would sit well in both the context of Traklap’s work in Kenya and in more serious fundraising and academic research scenarios. The distinctive sun and land motif was created as a unifying element to remain recognisable in different contexts, and the colours are used to represent land, plants, water and the sun. Founders Grotesk was chosen as the central typeface for its characterful friendliness, which is softened by the exaggerated curves in the lowercase ‘a’, ‘s’ and ‘g’; its condensed letterforms allow for an economical use of space, creating a bold, succinct logotype. We created a simple website for Traklap to represent their activities online, featuring a semi-circle motif in reference to the logo.