Deforestation Free Finance
Brand Identity & Visual System
Deforestation-Free Finance is an initiative that brings together guidance and resources to help financial institutions eliminate deforestation, land conversion, and associated human rights abuses from their portfolios.
Developed in collaboration with a broad network of partners, the project supports banks, investors, and organisations in adopting more responsible and sustainable financial practices.
Disciplines: Brand Identity, Logo Design, Website Design, Campaign & Advertising.
Sector: Sustainability & Finance
Brand Identity Concept
The brand identity was designed to communicate both environmental responsibility and financial systems in a clear and distinctive way.
At the centre of the identity is an abstract symbol that combines two ideas: a tree form and a financial growth chart. This dual reference reflects the relationship between ecological sustainability and financial decision-making.
Bold and structured, the mark provides a strong and recognisable foundation for the wider identity.
Visual System
The symbol extends into a flexible graphic language, forming the basis for a series of abstract compositions. These can be scaled from simple motifs to more complex, tileable patterns that reference forest landscapes in an understated way.
This system allows the identity to adapt across different formats and levels of communication, from reports and digital platforms to presentations and campaign materials.
Colour Palette
The colour palette is centred around a vibrant orange, chosen to convey urgency and immediacy around the issue of deforestation. This is balanced with more neutral tones to maintain clarity and legibility across applications.
Outcome
The result is a bold and adaptable brand identity for a sustainability-focused finance initiative, designed to communicate complex ideas clearly while maintaining a strong and consistent visual presence across platforms.
