Many small businesses start out with logos they’ve designed themselves. Jennifer Duncan was no exception, confessing that she’d used Canva and a pocketful of dreams to create the branding for her social change consultancy Uncommon Good. The business had since outgrown a home-made approach and so she approached D&O to revitalise her brand without losing what was at its heart — which in this case, boiled down to two things: 1. Pink, and 2. Zebras.

 

Creating a brand program that encapsulates what a business does, who they do it for and why that’s important is hard at the best of times. Adding a Barbie-themed African equine to that mix takes it to another level … but luckily, is the kind of challenge that I love!

 

The resulting branding is a kit of parts comprising text, graphic elements and images that Jen can combine in different ways herself to tell her own stories. The logo marries the traditional with whimsy — an old fashioned typewriter strip paired with wings and tagline typeface based on Jen’s own hand. It embodies the notion of lifting people and organisations to new heights through thoughtful collaboration. So, where’s the zebra? You’ll have to follow Uncommon Good to find out 🦓