The Communications Committee of The Initiative To Educate Afghan Women Board of Directors is proud to present the organization’s new logo. Creation of this logo was generously underwritten by Board Member and Advisory Board Chair Drue Gensler to support The Initiative’s brand refresh as well as the launch of its new web and social media sites early this summer. Thanks to Ms. Gensler’s vision and generosity, for the design of its new logo The Initiative’s Communications Committee was able to engage Kathleen Van Gorden Morse of KVG Communications, a nationally recognized brand strategy, promotional marketing, public relations and creative design firm.
Work on the new logo began earlier this year when the Communications Committee working with Ms. Van Gorden developed a creative brief for the designer which outlined The Initiative’s approach to strategy, operations and communications as well as its inspiration: the aspirations and achievements of our students and alumnae.
In evaluating the logo design, committee members considered The Initiative’s vision, mission and purpose:
Afghan women participating fully in the governance and development of a peaceful and prosperous Afghanistan
To advance Afghanistan’s future women leaders through higher education, leadership training and career guidance
The Initiative To Educate Afghan Women is a four-year undergraduate education and leadership development program working to create Afghanistan’s next generation of women leaders in Afghanistan. The Initiative partners with US colleges and universities to deliver undergraduate education, provides leadership training as well as career guidance to Afghan women, who have the desire to help other women of Afghanistan in struggle for gender equity and to assume leadership roles in the social and economic development of their homeland.
Most important in choosing a design was its ability to convey the organization’s core values of scholarship, service, honesty, diversity and unity as well as the character traits that reflect our organization’s personality: feminine, strong, youthful, modern, hopeful and determined.
The design choice was a stylized scarf, which utilizes a clothing accessory to suggest a modern young woman. The bands surrounding the center outline speak to the strength of its program participants and the support these young scholars receive from the organization and its supporters. The symbol evokes a sense of determination and features an inverted tail, which lends a sense of positive forward movement.
The three bands of the logo utilize colors closely associated with images of Afghanistan. As the brand evolves, those three bands will provide visual design cues to the three major aims of the program in online and printed communications.
Name and Tag Line
Although the name has not changed, the way it appears going forward has in order to help clarify the organization’s purpose, vision and mission. A sans serif font now reflects the modern, youthful and determined aspects of the organization’s personality. The words, “Afghan Women” appear larger underneath the words, “The Initiative to Educate” to indicate the centrality of Afghan women to all the organization does. A new and stronger tag line, “Education – Leadership – Change” was distilled from three major areas of the organization’s work.