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Pa Branding7

Project Advantage

Develop a logo and branding for Project Advantage, a West Michigan based charity using soccer to teach life skills and values to disadvantaged children.

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Football (soccer) is a sport I've played all of my life and through it I've learned so many things and made some wonderful relationships. When I heard about this charity, I wanted to be involved in helping get them off the ground because the cause is something I care about and believe deeply that the method will work.

I helped them develop their branding, set up a website on Squarespace, get organizational email addresses using Google apps, and designed & printed business cards.

The typeface in the logotype is Proxima Nova Semibold, which is a sans-serif Grotesk. Sans-serif fonts are modern looking, which is befitting of a modern organization. Proxima Nova in particular has strong curves making it slightly more approachable and friendlier than a traditional sans-serif. The semi-bold weight gives it more visual impact than normal, while avoiding being too heavy.

The use of orange for advantage grounds the logomark inside of project and connects the two separate words, forming a cohesive whole.

The logomark is a gradient-filled circle containing a silhouette of a child playing soccer. Orange was chosen because the color is viewed as friendly, cheerful, and confidant. The directional gradient from dark to light orange mimics the light from the sun and prevents the logo from feeling flat.

The exaggerated and rounded shape of a child ensures that the form is genderless and inclusive of all body types, to prevent people from feeling excluded. The playful form is also friendlier than a more athletic one and emphasizes a youth focus.

About Bain Creative

I'm Chris Bain. I'm a web-developer, commercial photographer, and sometimes designer.

I started Bain Creative in 2014, and while it's still just me, I regularly partner with other talented creatives - videographers, copywriters, photo stylists, etc. - for specific client needs. As a company, Bain Creative makes honest, beautiful content and crafts simple, straightforward digital experiences.

Regardless of the project, the goal is always the same - to help companies and brands develop mutually beneficial, meaningful, productive and lasting relationships with their stakeholders. When companies and brands demonstrate, over time, that they care, they earn trust, achieve goals and outperform competitors.

Values are often front-and-center in our work. Customers prefer companies and brands that align with their values. Employees prefer working for companies where profits aren't the only measure of success. And communities support companies that invest in and care about them.  

We would love to help you tell your corporate and brand stories and showcase your values.