This rebranding proposition was created during my internship at Paf! agency. The briefing was restricting : "Les Amis des Aveugles", an association for people supporting the blind, wanted a ‘‘fresh look’’ for their obsolete brand identity, but insisted on us keeping their logo almost intact, because their donors would be confused by a completely new rebranding (keeping in mind that most of their donors are over 60 years old).
It was initially quite difficult to work on a logo I didn’t "get" (or like), but once I understood the message (the eye, the grey little men representing the blind and the man in red being the seeing person coming to the rescue), it was easier to simplify the design while keeping its essence. I gave bit more life to the initial colors and used lowercase letters to give the brand a more ‘‘approachable’’ feel.
I thought adding braille to their business card was an obvious yet necessary addition.
