Juanfe

Simplifying the brand identity of a non-profit foundation.

Situation

The Juanfe Foundation is a non-profit organization that works to improve the quality of life of children and teenagers living in poverty, mainly in the city of Cartagena de Indias. The name — Fundación Juan Felipe Gómez Escobar — was not very memorable and his identity no longer conveyed the attributes needed to grow.

Solution

Marqas recommended a name change to Juanfe since its key audiences already called it “La Juanfe” and it was already a well-positioned name. We designed a logo based on a structured but at the same time friendly typography, accompanied by a wink symbol attached to the first letter that reflects the joy that the foundation offers to teenagers in Cartagena. We proposed a vibrant green color, easy to apply and with positive associations. Juanfe has a new brand identity that thanks to its simplicity is well recognized and remembered by key audiences.

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