This was the first project of the Art Direction and Projects Management Masters that I studied. I was about re-designing the whole corporate identity of “Talita”, a Private Foundation was established on May 28, 1998, in order to give a committed and coherent response to diversity, work integration and inclusion of people with intellectual disabilities and special educational needs.
The insight was: I need a response to diversity. We did not have the ability, time, experience, adaptation and inclusion in society of our son, student, worker with intellectual disabilities. I would like to be able to adapt the (school, work and social)
best possible way and have the best chance to be happy and we could help in adapting.
Which value proposal was: Provide the environment of people with intellectual disabilities and special educational needs with the necessary resources and support so they can develop their full potential. This can be resumed in one simple word:
Once defined this concept had to think how to represent it graphically. What better to represent the equality than equal sign? This is a universal symbol, everybody knows its meaning, so it is something that any audience can understand as well as being simple and easy to remember. But this symbol may seem cold, little closer, for their straight lines and its mathematical meaning, so I modified forms of the lines, so that this symbol of straight lines has become a symbol of organic forms, with features that resemble handmade strokes, so this gives the public a closer look while maintaining its meaning. Once created the logo, I developed the identity.