Designing for Good

Why use your design skills to help others? Hear what designers and activists have to say about designing for social good.

This documentary, called Why Design for Social Good? Designing for Good: Advice from Designers & Activists features graphic designers and non-profit and community activists speaking on the importance and significance of quality graphic design and visual identity in terms of supporting social good movements and non-profit groups.

The video features activists and designers – many of which are defined as both; Louroz Mercader, Jessica Roher, Steve Virtue, Zahra Ebrahim, Keith Rushton and Jay Wall.

Watch it Online Now here. If you are interested in a DVD copy of the 14-minute documentary, please email daniel@danielfrancavilla.com.

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As described in a previous post about the progress, a new logo was designed for the Scarborough Civic Action Network as a deliverable for the Designing for Good thesis, as an example of what would be produced from the centre. For background information on the logo design process, click here.

Despite the effectiveness of the Scarborough Civic Action Network (SCAN) in extending its reach throughout Scarborough and facilitating civic engagement over the past ten years, the organization did not have a logo to identify their work.

SCAN wanted a logo that represented connecting people and ideas across Scarborough, and the positive growth and change that develops from these connections. They also wanted the logo to reflect that the civic engagement work undertaken in Scarborough has ripple effects throughout our communities, Scarborough and the City of Toronto.

Jessica Roher, Coordinator at SCAN during the process, explained that “the logo developed by Daniel Francavilla reflects the positive impact we can have when we make a concerted effort to contribute to improving our communities.”

“While we wanted SCAN’s logo to be professional and clean, we also wanted to ensure that it reflects that we work with communities at the grassroots level to make civic engagement fun and accessible. Capitalizing the word ‘Scarborough’ while writing ‘civic action network’ in lower case, allowed us to balance the formal and informal engagement that we do.”

In addition, the organization required flexibility because the Scarborough Civic Action Network is known by most in the community as SCAN but has previously been referred to as ‘ScarboroughCAN’.

A logo was developed along with three alternative variations to be used in certain situations. The main logo, displayed above as the finalized design, will be applied to SCAN’s documents and marketing materials, beginning with the website (currently being developed). Along with the logo, a typographic style and colour scheme were provided to the organization for implementation.

“We wanted to make sure that our logo could be adjusted so that variations could be used for different events. Daniel developed a logo that allows for this flexibility but is consistent,” Roher explained, ”We are really excited about our new logo because we know it will help us extend our reach further and be more visible in the community”.

Colin Hughes, Chair of SCAN, stated:

“We are very pleased and excited about the new logo designed by Daniel Francavilla for the Scarborough Civic Action Network and extend to him our gratitude and congratulations! The new logo gives SCAN an unique and fitting visual presence and is especially needed to make fuller use of social media to outreach and connect with the community on civic issues and civic involvement.”

It was a very positive experience working with the SCAN team and developing a logo for an organization that is making real change within Toronto.

Organizations interested in design services can contact daniel@danieldesign.ca.

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As an application of the Designing for Good project (an example of what the centre would develop), a logo was created for Scarborough Civic Action Network.

The Scarborough Civic Action Network (part of Agincourt Community Services Association), which has been operating actively for over a decade, was looking to develop a logo and defined visual identity for the first time.

The organization is a network of agencies, community groups, and individuals working to improve the quality of life of Scarborough’s diverse and growing population through civic action. They raise awareness and speak out on issues that matter to Scarborough residents as citizens of Toronto, Ontario and Canada.

SCAN was looking for a logo that reflects what they do and that appears interesting. Their coordinator (staff member) lead the process, and their Steering Committee provided feedback and direction along the way.

To begin work on this in a shorter timeframe, an Online Survey for the Steering Committee was conducted, to provide their answers and direction efficiently. Part of the research also came from both new and existing Key Informant Interviews.

In terms of visual style, the SCAN team requested something graphic and not solely typographical. Having a symbol was preferred over a wordmark-only solution.

There was debate and uncertainty in regards to the text or name used in the logo. One example for naming was the logo for the Greater Toronto CivicAction Alliance, which is a very large “CivicAction” with their full name as a sub-caption below it. However, others within the organization preferred the name “Scarborough” as the larger focus instead of “Civic Action”. Currently the organization can be referred to as both: “SCAN” or “Scarborough CAN”, which each work verbally and visually, however the meanings of them as words differ. When thinking about domain names for their upcoming website, the suggestion of ScarboroughCan.ca was decided upon as part of the survey. Another suggestion was to create a tagline or phrase to use as domain (for example: “ScarboroughTogether.com” or “ConnectingScarborough.ca”).

For colour, there had not been anything specifically defined or existing. One key note is that they would like to avoid using any of the political party colours (red, royal blue, green, orange). One suggestion was teal, or earth tones, from the SCAN team.

When it came to content and inspiration, a key note is that this organization focuses on larger issues, not solely civic engagement. Some of the key words and terms to consider include: Questions, Education, Network, Thought, Conversation, Ripple Effect, Communities Rising, Change, Bringing People Together. Several other non-profit organizations, governments and civic action-related organizations logos were reviewed and evaluated.

The Scarborough Civic action Network logo is a result of months of research and refinement of five concepts. The final version will be posted online shortly.

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This week’s Designing for Good interview is with Zahra Ebrahim, a creativity architect, community activist, professor at OCAD U – and the Founder and Principal of archiTEXT inc, a Toronto design consultancy and think tank.

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A series of posters based on the quotes from both the DesigningforGood.ca Interview Series and the Designing for Good Video for new graphic designers.

The above gallery consists of JPG files. To view the full-size poster or download the file, simply right-click and choose Save Linked File as.

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This week’s Designing for Good interview is with Jay Eckert, R.G.D, the Principal and Art Director of Parachute Design, who believes good design is all about creating the most positive user-experience.

DF: As a designer, or someone who has worked in the non-profit industry, how has design impacted your design business? 

JE: The quality of the design used to marketing our business is two-fold:

1. We are designers, so showing a high level of design which is thoughtful, current and showcases visual strength we set ourselves apart from the melting pot of average design studios.
2. The simple and clear communication of our online and print material provides to-the-point, direct information to the viewer and generates action.

DF: What are your thoughts on how your organization or project (or one you know of) would function with poor, default, unthoughtful design and branding?

JE: With poor design representing our business we would not convey strong talent and experience in the service we provide to our clients.

We would not stand out from the crowd.
We would not portray professionalism.
We would not instill confidence in our clients.
We would not be taken as seriously.

DF: Do you feel that non-profits, social enterprises and grassroots initiatives can survive and compete for attention with the visual branding of large companies?

JE:  Without strong branding and clear and effective communications the message can be lost or not effectively delivered to the audience. Without a memorable and effective brand, the organization is not as easily remembered, or taken as seriously.

DF: In your opinion, should all designers have some sustainability or social conscious in their practice and philosophy?

JE: In my education (post secondary) working in partnership with non-profits was a great exposure to the working world of design and good practice for working with a client for the first time. This experience is very important and should be provided to new designers. The positive for the non profit is free work, however, the quality of the work rarely compares to that of a professional studio (very good example of “you get what you pay for”). For non profits in startup mode this is a great solution, but once up and running, considerable effort and resources should be put into furthering or refining the brand if not from the very beginning. I don’t believe all designers should have some sustainability or social conscience in their work as its a personal choice and should not be forced.

DF: Do you think that a physical storefront (or space or studio) dedicated to offering design services for “good” would be a useful idea? 

The owners of “Designing for Good” are colleagues of mine and their mission is to provide full service solutions for non-profits. There are studios out their already following this mantra. I do think it is very useful though.

DF: Are there any non-profits or social causes that you would identify as examples of good design having a positive impact overall?

JE: YMCA, Salvation Army, United Way, World Wildlife Fund

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This week’s Designing for Good Interview is with Denise Spiessens, Senior Designer at rtraction – a digital agency interested in positive change (creating it, learning it, influencing it, and helping clients navigate it). 

DF: As a designer works with clients in the non-profit industry, how has design impacted the causes you have worked on?

DS: Design impacts any organization, non-profit or for-profit, regardless of cause or opportunity. Hand-in-hand with good marketing, it’s what people recognize as your brand, and it’s what sets you apart from your competition. Good design is synonymous with credibility and professionalism. It gets noticed, respected and, more importantly, remembered. Design is an essential element of any organization’s identity. For non-profits, that identity is what attracts donors, volunteers, talented staff and board members that allow the organizations to continue doing their great work for their communities.

What are your thoughts on how an organization or one of your clients would function with poor, default, unthoughtful design and branding?

DS: Poor design could hinder your cause. That’s really what it comes down to. The message gets lost or confused and it doesn’t have the impact it would if you had well-designed materials. Potential supporters don’t get to know your work well enough to have faith in it and want to be a part of it, and potential benefactors may not know where to go for help.

Do you feel that non-profits, social enterprises and grassroots initiatives can survive and compete for attention with the visual branding of large companies?

DS: Yes, I do. There are plenty of non-profits that have great branding and design. A well-designed logo doesn’t need to cost $100,000 for example. There are also initiatives out there for organizations that need designers but don’t necessarily have the budget, like Sparked – an online volunteering hub with a section specifically for non-profit groups at sparked.com.

On the other hand, it’s important to consider whether non-profits need to compete for attention with large companies. Certainly, people’s attention spans are only so great, and there is always some level of competition for that. But creating a visual identity that is actually targeted to the appropriate demographic is more important than competing with Pepsi or Volkswagen for general attention.

DF: In your opinion, should all designers have some sustainability or social conscious in their practice and philosophy?

DS: I don’t believe it should be a requirement, but I would urge them to help those causes that are important to them personally. Too often careers are seen as a means to make money, but it’s beneficial to all, and a worthy thing, to help people and community when they need it. I think by nature designers are passionate people. The designers I know live and breathe design and they do it every day because it feeds some part of them. How great would it be if they could pass that passion on to an organization or community that truly needs their support? The same could be said for any industry.

DF: Do you think that a physical storefront or studio dedicated to offering design services for “good” would be a useful idea?

DS: I think having a space where designers can come together to discuss ideas and work with each other is great. However, this could be accomplished quite easily online. Additionally, there are companies like the one I work for that allocate a certain percentage of their work to non-profits every year in an attempt to give back to the community.

DF: Are there any non-profits or social causes that you would identify as examples of good design having a positive impact overall?         

DS: Last year we worked with a local non-profit called ReForest London on its Million Tree Challenge initiative. Basically, the goal of the challenge is to get the community involved in planting more trees in London, Ontario. We donated a new website to ReForest London for this great cause, and the response has been terrific. The website design has been featured in numerous blogs and galleries across the web. The added exposure from the design has increased site visits, and inherently increased the number of people who have committed to planting trees in London.

Do you know of any causes, movements, groups or non-profits specifically that lack great design, and could benefit from some assistance should the services be provided? 

DS: There are plenty out there. Unfortunately, most non-profits don’t have a budget for design. It’s the sad nature of their business. Recently, rtraction ran a Canada-wide contest to find the worst website in the nation (Canada’s Worst Charity Website). It called for people to submit websites from registered charities across Canada that they think needed a makeover. There was a total of just under 150. Each entry was judged and a top 10 list was compiled. It was up to Canada to vote on the “worst” website, which will receive a $25,000 makeover courtesy of rtraction and a handful of other businesses in London, Ontario. The winner is at rtraction.com.

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What are the benefits of designing for a cause, working with non-profits, or doing pro bono design work? The following is a list of benefits produced as part of RGD Ontario‘s (Association of Registered Graphic Designers of Ontario) Designer’s Guide to Pro Bono Work. This document was created by members of the RGD Ontario Provisional Committee in 2007 to assist designers and non-profits to work together on pro bono projects that benefit the community.

• Creativity: It is refreshing and inspiring to work with dedicated staff who believe in what they do.
• Networking: Non-profit or charitable organizations’ Board of Directors and other volunteers are great people to network with since some of them are business owners and prospective clients.
• Philanthropy: What is better than using your talent and knowledge to help effect change and support something that you believe in?
• Portfolio: It is a way to explore areas of design that are not yet prominent in your portfolio and develop creative and innovative new work.

Although this is only one resource, and refers mainly to “pro bono” work, it is very relevant to the benefits of Designing for Good – whether it be officially documented for a registered charity or non-profit, or simply for the benefit of society and the greater good in general.

RGD Ontario’s Designer’s Guide to Pro Bono Work is available for download at this link.

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This week’s Designing for Good Interview is with Gopika Prabhu, the Co-Founder and Chief Creative Officer of Elefint Designs, a design and marketing firm dedicated to serving people and organizations who are making the world a better place.

DF: As a graphic designer (specifically one that works a lot with social-cause clients), how has design impacted the cause or organization you are involved with?

GP: Great design brings out the credibility of an organization. I designed a booklet for an international non-profit that was given to the Prime Minister of Iraq. Through photos and just the right amount of content, the booklet illustrated the work the organization had been doing throughout Iraq. The meeting went great and the Prime Minister gave his full support to further advance the work the organization was doing for women in Iraq. That one booklet is not the reason why the meeting went well, but it did help to uphold the image of this organization as one that is professional, credible and really dedicated to their cause.

DF: What are your thoughts on how your design business, and that of your clients, would function with poor, default, unthoughtful design and branding?

GP: I run a design studio so poor design would very much hurt our brand. Design to us isn’t just the end product, it’s the entire journey from when a prospective client first gets in touch with us, to after we deliver the final product – be it a website, infographic, video etc. Every time a client interacts with us, it’s an opportunity to showcase what we stand for. That’s why we pay attention to every detail – from the length of our contracts, design of our invoices, and process of giving/receiving feedback. Design helps us create a pleasant experience for our clients. Our business is almost entirely run on referrals, so the happier we keep our clients and I think this is definitely tied to delivering high quality and beautiful design as well as paying attention to all the details in between.

DF: Do you feel that non-profits, social enterprises and grassroots initiatives can survive and compete for attention with the visual branding of large companies?

GP: Yes. Just because they’re not selling coke, doesn’t mean non-profits and social enterprises can’t be just as sexy, sleek and impactful. It’s all about branding and getting yourself out there.

DF: In your opinion, should all designers have some sustainability or social conscious in their practice and philosophy?

GP: Using your talent/skills to help others is something that needs to come naturally and without much effort or thought. A designer who is constantly asking him/herself how they can be of service is someone who will do great things. That doesn’t mean that everyone else who may not think this way, is a bad designer or a bad person. Being forced to think a certain way or serving through obligation is the opposite of having a social conscious. I do think that design education can educate students on sustainable design practices, and assign class projects that could make a difference. Ultimately people who are driven by a cause or feel close to a certain subject will want to focus on that. If young designers are exposed to social issues and are equipped with the tools to tackle those issues, then great things can happen.

DF: Do you think that a physical storefront (or space or studio) dedicated to offering design services for “good” would be a useful idea?

GP: It’s an interesting concept. Sounds like a hybrid between a design studio and collaborative workplace. There are communities popping up like that – for example, the Hub in SoMa was started to build a community around social entrepreneurs. I used to work out of there and it really helped to be around like-minded people with different professional backgrounds (from lawyers to people who created yoga bags). It’s a super fun, creative and collaborative space where great things happen. We were working as their in-house design studio and actually created some great partnerships with the people there. I think “physical storefronts” are being replaced by communities centered around sharing of knowledge and expertise. Designers have a huge role to play in such networks/communities.

DF: Are there any non-profits or social causes that you would identify as examples of good design having a positive impact overall?

GP: Back to the Roots, an East Bay based company, did a redesign and saw their sales increase tremendously. World Wildlife Fund (WWF) has the warm, iconic panda that we can all relate to. I had an opportunity to interview one of the Founders of Back to the Roots, details of which can be found here. Also, see the article on Why Design Matters is published in the Stanford Social Innovation Review.

DF: Do you know of any causes, movements, groups or non-profits specifically that lack great design, and could benefit from some assistance should the services be provided?

GP: I’ve always wondered why the United Nations had such a stark website. They are tackling some of the worlds most pressing problems, and have such incredible leadership, yet they have such a boring and lifeless online presence. They could definitely benefit from a more robust, and inspiring website.

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This week’s Designing for Good Interview is with Catherine Clement, Vice President of Public Engagement and Communications for Vancouver Foundation, where she has introduced a new brand for the organization. She has also worked in the public, private and not-for-profit sectors including the City of Vancouver and Ontario government in addition to running her own communications firm in Toronto which specialized on communications for non-profits.

DF: As someone who has worked in the non-profit and public service sectors, how has design impacted the cause or organization you are involved with?

CC: Design has been key to attracting people our philanthropic message. A modern yet approachable logo, and strong, eye-catching images for our ads has been important to help us stand out from all the other messages.

DF: What are your thoughts on how your organization or project would function with poor, default, unthoughtful design and branding?

CC:  We would not get noticed if we had poor design, and that would truly result in waste of money.

DF: Do you feel that non-profits, social enterprises and grassroots initiatives can survive and compete for attention with the visual branding of large companies?

CC: I absolutely do think they can compete. But more non-profits need to recognize the importance of not only the message but the medium. Too many produce mediocre design. Most charities have that same vanilla look.

DF: In your opinion, should all designers have some sustainability or social conscious in their practice and philosophy?

CC: I am not sure it is important for all designers to have this. But it would be nice if in school each designer in training had an opportunity to apply their skills to a non-profit project.

DF: Do you think that a physical storefront (or space or studio) dedicated to offering design services for “good” would be a useful idea?

CC: I think this could be useful for the smaller non-profits. Bigger ones have their own machines to help with communications and marketing and the design that goes with it. It is the small charities that could really use a resource like this.

DF: Are there any non-profits or social causes that you would identify as examples of good design having a positive impact overall?

CC: I like some of our own materials — Vancouver Foundation. There are some good design pieces coming of out the US. Can’t think of who off-hand, but I know that every once in a while I see something that grabs my attention. It is relatively rare.

DF: Do you know of any causes, movements, groups or non-profits specifically that lack great design, and could benefit from some assistance should the services be provided?  

CC: British Columbia Cooperative Association is a great organization, doing fabulous work in the community, but could some updating. Nice logo, but that is about it. Some animal welfare non-profits could also you some assistance. These organizations have the most challenge raising money.

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