Templo's branding for Casi, a climate non-profit, is a unique and thought-provoking approach to visual communication. It's a bold move away from the typical alarmist and judgmental tone often associated with sustainability initiatives, instead embracing a warm and handcrafted aesthetic. This is achieved through a clever reference to the 'subversive simplicity of hobo hieroglyphics', an ancient form of human mark-making that is both direct and human-centric.
The logo itself is a masterpiece of simplicity and connection. It's a standing figure, animated with a playful and natural movement, that creates an eye through the casting of a shadow. This design is a direct nod to the ancient art of hieroglyphics, but with a modern twist that makes it feel fresh and relevant. The use of traditional onion-skinning animation techniques adds a layer of authenticity and craftsmanship to the logo, making it feel alive and dynamic.
The overall visual language of Casi's branding is a series of graphic cut-outs that look deliberately imperfect and handmade. This approach is a deliberate choice to keep the focus on the human element of art-making. The minimal typographic system, using contemporary Grotesk, complements the organic forms, ensuring that the typography remains quiet and ordered while the motion and mark-making remain loose and expressive.
What makes this branding particularly fascinating is its ability to make sustainability look approachable and relatable. By drawing on ancient forms of communication and a human-centric approach, Templo has created a powerful and unique visual identity for Casi. This is a powerful statement that sustainability can be both beautiful and accessible, and that the arts can lead the climate conversation in a positive and inspiring way.
In my opinion, this branding is a brilliant example of how design can be used to drive change and create a more sustainable future. It challenges the notion that sustainability initiatives must be alarmist and judgmental, and instead presents a warm and inviting approach that is both effective and engaging. It's a reminder that the power of visual communication can be a powerful tool for positive change.
