The Kraft Foundation
The Kraft Foundation keep a relatively low profile. They are a charitable trust which invests income from an investment portfolio to support community development and education projects.
Our logo mark is derived from a styled rendering of their initials, KF. This simple emblematic approach was favoured as it did not define the nature of the foundation nor the work they supported. Which allowed for a great deal of flexibility, and matched the Foundation’s low profile ideals, preferring the focus to be on the community partners than the source of the funding.
Yellow is pretty much globally perceived as a positive, warm and uplifting colour and became a clear front runner for the foundation as we explored brand design concept.