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Pentagram

Laudes Foundation

Brand Identity, Naming

Brand identity and language for a new foundation established to respond to inequality and climate breakdown.

Pentagram has designed the brand identity, brand language and early communication pieces for Laudes Foundation, an independent foundation that forms part of the Brenninkmeijer family, which represents six generations of entrepreneurship and philanthropy. 

Founded in 2020, Laudes Foundation aims to challenge and inspire industries to shift from an extractive, unfair value system to one that is regenerative and just. The Foundation is responding to the convergence of two global crises—inequality and climate breakdown—the solutions to which require levels of bravery and ambition on a global scale. 

Laudes Foundation’s elegant visual identity uses a line as a simple graphic device to suggest the connectivity and collaborations—with industry, policymakers, academics, advocates and other foundations—that are fundamental to its work. The line is used within the wordmark, and acts as a recognisable tool across its various communications. 

To complement this, a bold colour palette echoes the brave actions the Foundation aims to fund. Using a 6 x 6 grid, the design team created a set of bespoke icons for use across physical and digital applications. The icons reflect the areas the Foundation focuses on—the levers it employs, the approaches it takes and the outcomes it seeks—and represent the wide range of new ideas it looks to support. Type is set in Nuckle which reflects the open and generous nature of the work that the Foundation supports. All the images used by the Laudes Foundation are realistic, dynamic and hopeful, aiming to show positive solutions that are grounded in the real world. 

Pentagram also worked closely with the Foundation on naming and tone of voice, establishing its brand guidelines, statement of intent and creating launch pieces including a leaflet and copy for the website. These reflect the values of this ambitious and innovative organisation, which aims to redefine and redistribute value for the good of all.

Office
London
Partners
Luke Powell
Jody Hudson-Powell
Naresh Ramchandani
Project team
Margherita Papini
Zuleika Sedgley
Ashley Johnson
Chloe Ting
Ailbhe Larkin
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