AFC

The AFC, formerly the Actors’ Fund of Canada, is a non-profit organization that helps out individuals in need in the entertainment industry. The organization recently asked us to help them transform their brand and make it more contemporary. As part of the rebranding, the client asked us to change the name to reflect how they are known in the entertainment industry.

Knowing that the AFC is an organization that helps those in need within the entertainment sector, we wanted to ensure that the new logo and brand visual language was both inclusive and uplifting. We also wanted to create a visual metaphor that communicates the positive change that the AFC has in people’s lives. We started by creating a word mark that has multiple versions and is made out of spotlights coming from different angles. We then used that lighting element as a focal point of the visual language. Because the AFC is a not-for-profit organization, we created most elements in one or two colours to ensure low production costs.

Agency: TAXI