I decided to rebrand “Banco Alimentar” in the first place because I always thought its logo communicates the opposite of its vision and values. From my point of view, the anatomy of such logo reminds me of gender violence and the subordination of women to men. It goes without saying that these values are far from being the ones a food bank stands for. Therefore, this new logo proposal communicates the values of mutual assistance, proactivity and sharing, also appealing to new volunteer work and patronage.
As a first exercise to determine the main visual concepts of Banco Alimentar I sketched the four most relevant values and ideas of the institution, being them Sharing, Equality, Food giving and the colour orange as a friendly and attractive colour, capable of creating a positive vibe. Bearing these concepts in mind I drew a short storyboard illustrating a possible action of the brand.
As Banco Alimentar is already a brand with a good reputation among its public, there is no need for the logo to have an imagotype, since the words “banco alimentar” are enough to identify the company as a whole.
I then started thinking about the typography, working around the word “bank” as something more serious and clean in order to illustrate the importance and reliability of the organization. On the other hand, I thought the word “alimentar” should be calligraphic and organic, resembling humanity, proximity and familiarity.