MAP has been carrying out crucial work in Palestine and the wider region for a long time, building up a huge amount of brand recognition and trust in that time. When it came to updating the word mark we were very aware of this valuable heritage and not moving the brand too far from what the people in the region would recognise as MAP.
Using MAP's iconic ‘A’ as a starting point. We created bespoke letterforms in keeping with the brush stroke style of the original ‘A’, this allowed for a cohesive style across the whole of the mark. We also tweaked the original ‘A’ to improve the overall balance of the mark, as the previous letter forms widths were not consistent with each other, causing gaps to form between the characters. We also re-visited the typography lockup, re-arranging the layout, increasing the overall readability, and adding more emphasis on ‘Palestinians’.
We created a full bespoke icon set for the brand, distilling the bold, direct brand style into icon form. The icons are used across all brand communications — presentations, video content, social channels — and need to communicate with clarity and purpose.
We developed a new colour palette for the brand based on what the charity does, and the where they work — the blue from surgical scrubs to represent the medical work, the green from olive trees that grow in the region, a sandstone from the local architecture. This is all combined with iconic and powerful MAP red, which we adjusted slightly to sit comfortably in the wider palette.
