Contributed by Tom Russell of London-based The Allotment.
Give London is a new charity fundraising initiative from The London Community Foundation. It’s a simple way for people to support groups across London who are working on a range of issues — child poverty, isolation, education — and targets local charities that are often overlooked but nevertheless have a significant role to play in changing lives for the better.
We wanted to develop a brand that projected “local giving” and told the absolutely amazing stories of the work that many relatively unknown charities do.
The pulsing logo creates an abstract ‘g’ and acts as a geo-location device online. Combined with the use of A-Z London maps and people-focussed stories, the identity creates a strong emotional connection to this new charity brand. We hope that as the brand grows, Give London will become a powerful force for good in our amazing capital.