After receiving the foundation from Sabrina, it was clear to us that we need a new image that could personalize our energy, passion and commitment for development, as well as design and creativity. After a couple of weeks I met Ivan, an other Colombian leaving in Berlin, making his master in Design Communications. I told him about the foundation and he showed enthusiastic and kindly offer to make the new Corporate Identity of FHS and one month later, voila! we had new LOGO.
FHS: Why is it important to have a corporate image, even though it is a foundation?
I: An image is a face and a particular attitude; it is a set of decisions that respond to the defining aspects of human communication. It not only handles the first instance of dialogue between two sides, brand and individual, but also to determine the course of the dialogue that is generated from the first impression. A corporate image will define the way a group, company or organization will be perceived by the different groups, enterprises, organizations or individuals with whom it relates.

FHS: What are the key points when you create a corporate image?


I: Better than talking about an image is to talk about a corporate identity. It is a holistic way of thinking that will create a constant, consistent and recognizable identity, therefore making intelligent and balanced use of the various elements that usually compose it as logo, typography, color, language, etc.

FHS: What makes you most proud of?


I: To have fewer regrets than most people I know.


FHS: Curious fact Ivan


I: I have only one kidney.


FHS: How would you define yourself as a designer, what characterizes you?


I: Stories, each special narrative inspires me.


FHS: What motivates you in the Sacred Thread Foundation project?


I: Identity. Indigenous handicrafts talk about the most authentic heritage and tradition of the territory now comprising Colombia. However, despite the enormous work and history that their products contain and how fancied and valued they are, reality does not correspond to their products outside of their communities. I think it is a question of identity, knowledge, and perception. More awareness of the performance of your product in the market and the real added value of the artisan, benefits a craftsman that is more empowered in his production, which together with a market that is better informed of this value and that is willing to pay fair prices in exchange for the feeling of receiving more value, creates a healthier market.

Autor: Emilia Torres


Contact Ivan Ayala:  im.ayala26@gmail.com