Fundación Futuro is a foundation created by Roque Sevilla’s Grupo Futuro, the largest insurance and tourism cluster of companies in Ecuador. It has been recognized as a progressive and innovative group of companies with a strong set of values, and with clear environmental and social aims at its core. Fundación Futuro’s purpose is to mitigate the effects of climate change, focusing their efforts on the conservation and sustainable management of the Andean Choco region.
Brand Identity / Applications
Transforming our footprint is now the purpuse.
We were born, we evolved, we walk towards the future.
When you’re in touch with nature, you’re in touch with yourself
At first glance, Fundación Futuro’s logo appears to be just concentric lines. Over time, hundreds of people have given us their impression of what it means to them: *topographical map lines”, “mountains”, “fingerprint”, “rings in the water”, and so on. Every time someone gives us a new meaning, we know we hit the nail on the head with what we wanted for the visual identity.
As a foundation with different approaches, it was important that the graphic identity be open enough to encompass different meanings without being generic or adhering to environmental conservation clichés. We moved away from symbols with leaves and planets, and went with rings to depict the environmental footprint and how our actions have an echo.
We created a logo by abstracting a fingerprint, which can be interpreted as the mountains and tree rings, to talk about the real impact we can have when when acting with environmental and social responsibility. From the logo, we developed matching patterns to use in the communication. Our goal was to give them an image that looks serious and corporate but modern and not too stiff. This visual identity can adapt to the growth of the foundation, and, as the rings do, expand with them in the future.
When someone finds something new in Fundación Futuro’s image, we know that the brand is growing.
