MEDA, Brand Standards
Project Location
Toronto, Canada
Project scope
Logo Refinements and Brand Guidelines Updates
MEDA, a Canadian non-profit organization that helps people living in developing countries create and sustain livelihoods through business development, celebrated 70 years in 2024. As they approached this milestone in their history, they turned to Haft2 to refine their logo to ensure it was digital-first, accessible, and reproduced consistently across a wide range of platforms and formats. Not only did Haft2 refine their logo, but we also updated their Brand Guidelines and created an easy-to-use training video highlighting the updates for the MEDA Team.
Solution
MEDA faced challenges in achieving consistent reproduction of their logo across various platforms and applications. To address this, Haft2 redrew the logo’s linework, optimizing it for scalability and clarity in both digital and print formats. The refined logo was also made more accessible by ensuring proper contrast, simplifying complex elements, and aligning with accessibility best practices.
To support the updated identity, Haft2 conducted a comprehensive review of MEDA’s brand guidelines, introducing a refreshed typography system and updated colour palettes. These elements were carefully selected not only to bring a sense of modernity to the brand but also to meet accessibility standards and WCAG compliance. The revised guidelines also included an expanded range of sample applications, offering clearer direction for commonly used brand assets.
Additionally, Haft2 created a training video for the MEDA team, showcasing the logo refinements and brand updates to ensure consistent implementation across all touchpoints.
Results
The refinements developed by Haft2 were well received by MEDA and have been adopted across all internal teams. The client noted that the expanded Brand Guidelines have become a valuable day-to-day resource. With the updated logo and visual assets in place, MEDA’s website is now fully WCAG compliant, supporting their commitment to accessibility.
