A reality that, although it breathes and respects 100% the original DNA of the NGO, is articulated in a different way. The visual restyling of the brand began with the restructuring of the SAUCE naming, We removed the punctuation marks that made it an acronym, S.A.U.C.E., to give it a broader and more evocative meaning. The current symbol, an indigenous Cambodian tree used as a visual allegory of growth and life in a context of war and destruction, is removed from the equation and replaced by a symbol that represents the spirit of the country and the NGO in a clear and positive way, the famous Cambodian smile.
Once the new visual structure of the logo was defined, consisting of the SAUCE wordmark and the new symbol, the Cambodian smile, we began with the visual restyling of all the elements that make up its visual system. In this new structure, the symbol is not positioned next to the logomark, but is included within it, thus achieving a unified and clear structure. The construction is based on a rounded typeface (typefaces that are easier to reproduce correctly in digital environments) with a small gesture in one of the characters, the U, to include the new symbol.
Once the minimum expression of the brand, the logotype, its chromatic palette and its complementary typographies had been defined, a whole visual system was defined to support and strengthen it. This visual universe with a marked naïve character; simple, direct and easy to understand gives the brand the honest and transparent air it needs to be correctly understood.
"This visual universe, with a markedly naïve and simple character, gives the brand the honest and transparent air it needs to be properly understood".
To this colourful, positive and dynamic visual universe we add a photographic system that is key to the construction of the whole brandphotographs of those affected by the barbarity of war where, despite everything, they are always smiling, happy and courageous. To conclude the rebranding process, this new logo, visual universe and photographic universe was transferred to all the brand's touchpoints with its audiences, both on physical and digital media.
