PepsiCo Foundation Primary Function: Mfumo wa Utambulisho by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Tuzo ya Fedha ya A' Design Award in Usanifu wa Michoro, Picha na Mawasiliano ya Kuona Competition Category.
FedhaMchoro· 2021
PepsiCo Foundation Primary Function: Mfumo wa Utambulisho
Client: PepsiCo International Mexico
Tuzo ya Fedha ya A' Design Award Winner in Mchoro Category
Verified Award Winner
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About PepsiCo Foundation Primary Function: Mfumo wa Utambulisho
Book Text: PepsiCo Foundation ni mfumo wa utambulisho ulioundwa kwa ajili ya shirika lisilo la faida linalounga mkono jamii nchini Mexico na Amerika ya Kusini. Muundo huu unabadilisha lugha ya kuona ya kikampuni na kuweka lugha yenye ubinadamu zaidi. Maumbo ya kimsingi yanawakilisha nguzo tatu kuu za taasisi hii. Katika mfumo wa moduli, maumbo haya huunganika na kuzidishwa ili kuunda mifumo na mionekano. Muundo wa herufi wa kijiometri, paleti ya rangi zenye mvuto, mtindo wa upigaji picha na mtindo wa uchoraji huikamilisha utambulisho huu. Mfumo huu unatumika katika kitabu cha chapa cha kidijitali na katika vifaa vya matukio kama vile mashati, mifuko na kofia.
The Recognition
About the Tuzo ya Fedha ya A' Design Award
PepsiCo Foundation Primary Function: Mfumo wa Utambulisho ni mshindi wa Tuzo ya Fedha ya A' Design Award, utambuzi wenye heshima kubwa ya ajabu unaotolewa kwa miundo ya hali ya juu kabisa, ya kupendeza na ya kuvutia. Washindi wa Fedha ni kazi zinazong'aa mno na bunifu kupita kiasi zinazoonyesha utaalamu bora, kipaji na busara ya wabunifu wao. PepsiCo Foundation Primary Function: Mfumo wa Utambulisho inatarajiwa kuwa kazi nzuri ya kuigwa ambayo ni ya kitaalamu kwa kiasi kikubwa na yenye ubunifu wa kina. Muundo huu ulioshinda Tuzo ya Fedha ya A' Design Award ni uvumbuzi unaojulikana sana na kupendwa, unaonufaisha na kupanua mipaka ya sanaa, sayansi, usanifu na teknolojia. PepsiCo Foundation Primary Function: Mfumo wa Utambulisho ni kazi inayotamaniwa mno inayochochea hamu, huleta hisia chanya na huzua mshangao na mastaajabu.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In Latin America, the PepsiCo Foundation is a nonprofit focused on investing in communities to help them thrive. This is a mission of empathy and equity. However, the foundation had an identity that was strongly influenced by a corporate visual language. Our mission is to support their mission by developing a more human identity for the PepsiCo Foundation.
- Dimensions & Packaging
- There are not packaging deliveries
- Tags
- PepsiCo, Foundation, identity, system, strong, consistency
- Production Technology
- For this Identity System, the final delivery will be a digital brandbook and some merch materials for each event such as tshits, bags, hats, etc.
- Design Challenge
- A new colorful, dynamic and appealing system sprouted from all the different interactions creating attractive pattern and textural expressions rooted in a mission driven symbology. We developed a clear geometric typeface and a vibrant color palette. We chose a photography style that highlights both the power of individuals and communities. Inspired by the magnificent, empowered portraits from the muralist Diego Rivera, an illustration style was generated.
- Research
- Our solution was simple. It is all about action. Putting things into motion. Think of it in an elemental way. When simple things come together and activate they are the building blocks of bigger, more powerful movements. Our concept was anchored in the idea of Simple Great Help. Then came the visual translation. Archetypal shapes were chosen to identify the three main pillars of the foundation. In this modular system these building blocks multiply and interact to form the greater whole. As levels of complexity expand the possible interaction of the shapes mix and match to create brand expressions as the communication need arises.
- Inspiration
- After a bit of research, we identified a greater opportunity. Like many nonprofits that put most of their resources into program work, design tends to be done on a project by project basis. The organization didnt have a strong or consistent visual language that could identify volunteers. We felt there was a need for empathy. To touch people emotionally. To powerfully communicate the issues PepsiCo Foundation tackles. To get people involved in the difficult work of helping others.
- Project Duration
- Launch Date: DEC 2020 Mexico City with possibilities to be expand to LATAM and Global
- Operation Flow
- Internally, the new identity was so well received that its scope of implementation increased dramatically. This started out as a regional identity for Mexico. Then it expanded to LatAm. Not there is conversations happening about making it the global identity too. They saw an increase in volunteer donations which translated into programs that had a positive impact for half a million people. And that is just since the new identity launched in 2020. 14 Million food portions were distributed all over Mexico. Employee contribution was multiplied by 14 for water and food security to different communities.
- Patents
- Copyrights: PepsiCo International Mexico
- Team Members
- Innovation Design Center LATAM
- Image Credits
- All Images: Design Innovation Center LATAM
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