When design firm How&How created a new identity for the Aruba Conservation Foundation, the designers were surprised that their client did not want a plan that improved tourism for the island. Instead, the client wanted to inspire local pride and support of local nature preservation.
From the How&How website: “Given the sincerity of their objective, we positioned the ACF as Aruba’s Voice of Nature: an organisation speaking up for the interests of local ecosystems and reminding locals of their ties with the land. By framing the brand’s role as a spokesperson for overlooked species and ecosystems, it was our intention to communicate the sincerity of our intentions to Aruban communities and prompt them to remember their oneness with the natural world. “
The new core logo combines three distinct intentions: the base represents the ocean waves that surround the island. The tubular shapes growing upward represents cacti, symbolizing local fauna. Finally, the addition of the circular shapes at top transform the shapes into people, symbolizing collective agency.