Brand identity for an NGO that promotes self-sustainable lifestyles for the people of South Sudan through selling of the artwork made out of South Sudanese cattle horns. The inspiration for the logo comes from fractal formations — patterns in nature that are visible regularities of form found in the natural world, as well as the triangular shape found in typical Sudanese shelter habitats.
The fractal formations allow for the logo to expand and contract based on the different application sizes of the collaterals, creating algorithm based patterns. The logo balances between simplicity for easy engraving on horn sculptures, and elegance for potential buyers in the art community.
The project was conceptualised, art directed and designed as part of BLOK design studio; it was completed in New York in 2013.