UHURU Microfinance
UHURU is a foundation founded in Frankfurt, Germany, with a second location in Africa. The name means "freedom" in Swahili. Its mission is to improve the quality of life in developing regions of Africa through economic growth. This is achieved through access to fair financial services and partnerships with microfinance providers and investors.
Client: UHURU Microfinance
Agency: Artrevolver, Frankfurt
Year: 2022
My tasks: Logo Development (Concept, Research, Design, Guidelines, Animation)
The foundation was missing a logo that would represent it and be immediately recognizable. UHURU's corporate philosophy is based on the "three-pillar model of sustainable development". Therefore, it was my main idea to integrate it into the logo. Moreover, there are 3 U's in the name, which I obligingly also saw as a good opportunity to pick up the 3 pillar model. During the design process, I also used various search techniques to make sure that Artrevolver's concept is unique.
The logotype for UHURU was created in-house. To keep the letters uniform, I worked with a grid for this. As font for all other text elements related to the brand, I have chosen the Google Font "Outfit", because small U's of this font strongly resemble the U's of the logo. The green colors are also meant to reinforce the 3 pillar model.
