Resubmitted logo design for Elorm, an emerging commercial branch of the nonprofit organization Children Inspiring Hope.
The most important idea that I wanted this logo to communicate is the connection that Elorm’s products sponsor. As the result of Children Inspiring Hope’s charitable work, kids across the world are linked by not only exchanging drawings, but by developing a mutual understanding and acceptance of each other’s cultures. Elorm products fund the arts that connect hearts.
I chose to represent this concept with an adinkra symbol that contains multiple layers of meaning. Its name translates to “chain links,” symbolizing unity and human relations, which works as a metaphor for the global connections being made – not only among the children, but also between those children and the customers sponsoring them. I wrote the words “Funding arts, linking hearts” on either side of the adinkra symbol in a way that makes it read as a bead, adding another layer of symbolism to the design; Elorm bracelets contain strings of linked beads that represent the community of linked customers and children.
These aspects fit into a combination mark where the adinkra symbol serves as a letter in the company name and the tagline wraps around it cohesively. I wrote “ELORM” in a custom typeface that relates to the adinkra mark, particularly in the negative space of the symbol that mimicks the curves of the E and M. The tail of the L and the serif of the R frame the symbol with asymmetrical balance. Altogether, the logo feels active, friendly, and fun, which presents the company in a positive manner and appeals to the target audience of middle-aged women. It integrates seamlessly with the patterns of Elorm products and it works well next to the Children Inspiring Hope logo, which makes it a practical and effective design.