Through our strategy work we helped with adjusting the name of the brand to include the word “hub” as the website is the brand essentially and the Social Finance Fund is a Government of Canada initiative. These little details are important to make clear from a branding perspective before we look at the logo design.

The logo’s icon is a minimal line art representation of the three wholesalers that the hub works with to help administer the Social Finance Fund.

We crafted the brand design to be unlike typical financial organizations. The warm colours and nature photography communicate a more organic tone and relate to the environmental benefits that the fund will help support.