Center for Reproductive Rights visual identity
Isometric designed a new brand identity to foreground the ethos and work of the Center for Reproductive Rights. Its visual specificity and editorial elegance appropriately communicate the bold vision, rigor, and sophistication of a respected global legal entity at the forefront of reproductive rights advocacy. Nonprofit communications typically raise funds by depicting people as powerless victims in need of saviors. While the Center certainly responds to urgent issues around the world, its brand depicts people and their stories with dignity and agency, emphasizing the power of the rule of law to make long-term structural impacts.
The principal typeface, Lyon Display, is deployed in large and staggered formats to create active yet dignified compositions that represent the importance of legal structures and activism. The secondary typeface, Agipo, is used to create a sense of humanist heritage with a contemporary edge. GT America Mono is used for captions, offering a sense of empirical importance.
