GoodGovPH | Logo Design, Brand & Visual Identity

GoodGovPH, Inc. is a youth-led movement for good governance in the Philippines. GoodGovPH believes that upholding good governance is imperative in sustaining a just and humane Philippine society.

Design a logo and establish a brand and visual identity for a newly-established non-profit organization. To make the challenge more challenging, "good governance" has no specific symbol or an imagery to begin with.

The inspiration behind the logo is the balangay, an ancient Philippine sailboat that was utilized by village chieftains. Interestingly, the Philippines' smallest unit of government is named after this sailboat and is called a barangay, which is derived from the balangay itself. Thus the metaphor is born: where should good governance truly begin? It should start in our communities.

The balangay is a symbol of the Filipino identity, an ancient Philippine sailboat used by Filipino ancestors. Similarly, it reflects the barangay, the smallest unit of government in the Philippines. It serves as a reminder that good governance should not exist in offices, as titles or awards; it should exist in and for our communities.

The five stripes at the right side of the sail represent GoodGovPH’s objective to link advocates; spark advocacies; educate the people about the governance that we will define; innovate the way governance works; and develop the governance that we want and need.

Its colors represent the longing for peace, truth, and justice; nationalism; and freedom.

Like the waves where our balangay sails, the visual identity is fluid. It constantly evolves to flow and be at rhythm with the current design trends. It's visual identity is not rigid and limiting; it is dynamic.

Clean. Simple. Organized. These are three main design principles that GoodGovPH adhere to. Elements such as texts, photos, illustrations, and shapes should be able to breathe by observing equal margins, usage of white and negative spaces, observance of content hierarchy, and proper use of kerning, tracking, and leading in block of texts.  

All collaterals of the brand should embody the three design principles for it to be easily digestible and be understood at a glance.