Tree Aid works with people in the Sahel region of Africa to stop poverty and climate change by growing trees, which both improves residents’ incomes and protects the land. Design agency forpeople recently partnered with Tree Aid to create a new identity that illustrates how people and trees can thrive together.
The charity’s new logo combines the shape of a person with that of a tree. The strong, solid style of the mark, which reflects the new strapline, “Resilient By Nature,” is repeated in other icons used throughout the system and in the brand’s main typeface. Colors and textures are inspired by the trees themselves: a palette of greens and browns combine with rubbings and photos from tree bark, shea nuts, and leaves.
The identity system focuses on photos of people to show the direct benefit that trees have on a population.
