We were challenged with developing a name and identity for a charity that collects winter clothing (predominantly coats), vacuum packs them into sets of size and gender, and organises distribution. Volunteers range from students to housewives to large corporates. The sense of moral obligation and coming together of the community as a family, led to the concept of a family crest as well as the name “Coat of Arms”. Besides the obvious “coat” link, it’s a call to arms and invitation to become part of a growing family of purpose and hope. The logo crest was hand drawn, which creates the heir of authenticity. Each element is symbolic (as illustrated below). All the collateral is printed on Reviva from Antalis, which contributies to the authentic feel. It is also 100% recycled,maintaining the charity’s concern for our people and environment. The nostalgic sentiment behind the identity engages people’s sense of belonging and moral duty. There has been an overwhelming response to the charity through word of mouth as well as Facebook and the website.