20. MENDEDESIGN
“Nonprofits are fighting for their lives for funding,” designer Jeremy
Mende states matter-of-factly. “If you can give [a nonprofit’s identity] a
sense of longevity, the more viable it makes them in securing funding.”
Mende resisted the usual approach to identity creation for this fledgling
nonprofit because, as he notes, “To draw a picture of what this firm stands
for—public architecture advocacy and education—would limit us to little
pictures of people and civic structures.”
Instead, he used the company’s mission statement directly in
an innovative typographic treatment. As Mende puts it: “We created
a conceptual image using words and typography, a more literary
approach.” The stacked text’s resemblance to a classic edifice
is an added bonus. “It looks like [the company] has history, even
though it’s just out of the gate,” he remarks. It also makes each
piece of the firm’s identity a remarkably complete statement of
their goals. “Even if people only read the name and the first line
of the text, it’s enough to give a sense of the mission—and make it
honest and believable,” Mende continues. “We’re all cynical about
promises that aren’t delivered. To convey humanist ideals in a way
that’s not immediately critiqued—that’s powerful.” Jude Stewart
CREATIVE DIRECTOR, DESIGNER: Jeremy Mende
CLIENT: Public Architecture
CONTACT: 415.309.8165, www.mendedesign.com