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Fair Trade Hong Kong is a not-for-profit organisation established to promote fair trade in the S.E Asian region, Fair Trade are committed to reducing inequality, alleviating poverty and creating a sustainable future.

 
 
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The existing brand

Fair Trade Hong Kong approached us to update their appearance, to modernise and become relevant to Hong Kong’s current social climate. In the age of dynamic brand engagement, Fair Trade needed to stay relevant within both environmental and social spheres.

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—Existing Fair Trade Hong Kong logo

 
 
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Illustrating Fair Trade’s methodology

We first worked with the Fair Trade board of directors to deconstruct the organisation to find their fundamental mission statements. We created icons for each of their four mission statements.

 
 
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To promote equality & fairness

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To foster positive commerce

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To foster positive commerce

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To encourage networking & community

 
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Creating a simple, flexible icon

The four mission statement icons were developed into one visually balanced logomark. The four interwoven bands represent the organisation’s four mission statements. The four singular squares represent their extending reach and network.

 
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