In preparation for the upcoming global launch of the Accountability Framework, the AFi is unveiling a new logo and visual style. The AFi’s mission is to protect nature, respect human rights, and support livelihoods – and its partners wanted a logo that conveyed all of this. While that is a lot of story to tell with just a small graphic symbol consisting of a few lines, we feel that this new logo captures the essence of the initiative.
The logo mark of the AFi now has at its core the people and the natural ecosystems that are found in the landscapes where global supply chains originate. The lines converge inward to convey the collaborative effort that has produced the Framework as well as the alignment that the initiative seeks to foster among ethical supply chain efforts worldwide. The checkmark that forms where the lines converge signifies the success that the AFi and its users seek to achieve by delivering on ethical supply chains – the AFi’s tagline. All of this surrounded by the circle, conveying the global consensus of a multitude of organizations and individuals that have contributed in numerous ways to the development of the Framework.
The new colors are vibrant, just like the people and places where many of the world’s major commodities tend to be produced. And the typography is clean, clear, modern, and optimistic – perfectly suited to an initiative that is working to establish a new business-as-usual for ethical commodity production and trade.
You’ll see this new identity rolling out on the AFi’s new online platform in June and on other AFi materials. Stay tuned!