How & How’s fluid identity for On the Edge rejects the narrative that we are separate from nature
London and Lisbon-based design agency How & How have partnered with British charity On the Edge – a digital foundation created to forward the conversation around endangered species – to thoughtfully develop their identity, strategy and website.
Digitally representing the notion of ‘edges’ through the guise of glass-like panels and blurred virtual interfaces, How & How sought to highlight the false narrative that humans and nature are separate; allowing this graphic device to shift in response to content, whether that be bringing clarity to a piece, or to further distort that very notion.
Somewhat cutting through that noise is the use of WELTKERN’s TWK Everett as the typeface of choice – the construction of which reflects the identity’s use of ‘edges,’ while providing warmth and humanity to a sensitive and serious subject. Supporting this is Swiss Typefaces’ Simplon Mono which, in contrast to Everett’s playful appearance, adds a layer of sincerity and academia from behind the scenes at the charity.
At the core of the identity is On the Edge’s bespoke logomark – a nebulous ‘E’ shape inspired by the natural patterns from endangered tree frogs; a link intended to reinforce the relationship between nature and humanity. Further embellishing this notion is the colour palette, chosen in reference to the bioluminescence found in nature. Paired with a comprehensive grid system, the colour palette’s vibrancy in tandem with striking typographic composition makes for a slick, memorable and thoughtful identity – one highly apt for the subject matter in question.