“We the Hidden Letters”
(Est. 2017) “The Commonwealth War Graves Foundation (CWGF) tells the stories of the 1.7 million men and women who died in the two world wars. The CWGF is a charitable foundation highlighting the work of the Commonwealth War Graves Commission. It engages young people from communities around the UK interested in the story of our common sacrifice and shared history.”
Zest The Agency (Chatham, UK)
The brand narrative of ‘We keep their stories alive’ focuses on making the collateral personal, with an element of reflection and highlighting ‘then and now’. The brand logo had the flexibility to be used across a range of projects due to interchangeable strapline to suit different target audiences – of which there are many.
Merging black and white war imagery with modern-day pictures and vibrant yellow colour palette, the brand captured the spirit of the charity. It highlighted the ultimate need to bridge the generation gap between those who made the ultimate sacrifice and today’s young people.
Images (opinion after)
With the foundation’s name being such a mouthful, an expected approach would have been to make the logo as minimal as possible… possibly an acronym to encourage the use of “CWGF” as the de facto way to refer to it. Instead, they have made the logo longer by building the tagline into it. It’s a smart way to push the mission of the foundation forward and it’s also a nice typographic play, with the solution easily allowing the double-read. It’s hard to not compare this with Johnson Banks’ Cystic Fibrosis identity that also uses a sans serif/script and yellow/black combo to achieve the same effect and the same goal of creating a logo/tagline hybrid. In this case, I wish the name in the logo was properly capitalized as there is no real reason to make it “friendlier”. I do like the sans serif font chosen and the script was almost good too but it’s way too font-y and not handwritten enough. The applications are pretty straightforward so not a lot to comment on. Overall, it’s a decent execution that manages to look serious but also personable.