26/02/2018

After receiving the foundation from Sabrina, we knew we needed a new image that would embody our energy, passion, and commitment to development, as well as our design and creativity. A couple of weeks later, I met Iván, another Colombian who was going to Berlin to pursue his Master's in Design Communication. I told him about the foundation, and he was enthusiastic and kindly offered to create FHS's new corporate identity. A month later, voilà! We had a new logo.

FHS: Why is it important to have a corporate image, even if you are a foundation?

I: An image is a particular face and attitude; it is a set of decisions that respond to the defining aspects of human communication. It not only represents the first instance of dialogue between two parties, brand and individual, but also determines the course of the dialogue generated from the first impression. The corporate image will define how a group, company, or organization will be perceived by the different groups, companies, organizations, or individuals with whom it interacts.

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

I: Rather than talking about image, it's better to talk about corporate identity. It's a holistic way of thinking that creates a consistent, coherent, and recognizable identity, so it makes intelligent and balanced use of the different elements that typically comprise it, such as the logo, typography, color, language, etc.

FHS: What are you most proud of?

I: Of having fewer regrets than most of the people I know.

FHS: Fun Fact Ivan

I: I only have one kidney.

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

I: The stories, each special narrative inspires me.

 

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

I: Identity. Indigenous crafts speak to the most authentic heritage and tradition of the territory that today comprises Colombia. However, despite the enormous work and history that their products embody, and how appreciated and valued they are, reality doesn't correspond to their products outside their communities. I believe it's a question of identity, knowledge, and perception. Greater awareness of their product's performance in the market and of the artisan's true added value benefits artisans who are more empowered in their production. This, combined with a market that is better informed about this value and willing to pay fair prices in exchange for the feeling of receiving greater value, creates a healthier market.

 

Contact Ivan Ayala: im.ayala26@gmail.com