Mast’s identity for Coho represents the organisation’s core beliefs: Earth, delta and migration
Working comprehensively across renaming, strategy and identity, Denver-based design agency Mast have sought to embolden global climate advisor Coho and represent the organisation as the forward-thinking, industry-leading powerhouse that it is. Following 40+ years as Customer First Renewables, their shift to Coho marked not only a new creative exploration for the brand but also a pennant of its modern commitment to fighting climate change, led by its strategic maxim of ‘doing everything in its power to embolden organisations to rapidly reduce climate impact.’
To showcase the direct impact of Coho’s practice, Mast created an effective ‘window’ motif; providing a graphic device that frames imagery with a subtle key line inspired by the fine lines of globe diagrams. The method in question not only acts as a composition device for the identity to work within and around but also importantly offers a platform to emphasise Coho’s focus – the beauty of the natural world – in an effort to encourage its audience towards a sustainable lifestyle.
Coho’s sincerity, maturity and trustworthiness, encapsulated through the window system, finds complementary companionship in Commerical Type’s Neue Haas Grotesk; providing a pragmatic, non-distracting and supportive function to bolster Coho’s work and content. Similarly, the bold, bespoke wordmark and symbol, created by Mast, serve a practical role in conveying the organisation’s sincerity whilst aesthetically capturing the cyclical manner of its story through its geometric, direct forms.
Constructed of three parts, Coho’s iconographic logo represents a trio of core elements – Earth, delta and migration – collectively representing our home, energy and life. The poetry and poignancy of the symbol are made all the more visceral through Mast’s choice of colours, with black or white working alongside a vibrant secondary palette reflective of energetic and emotive hues of nature.