Abstract Impact Concept
Sometimes...The simplest symbols carry the deepest meaning.
This final direction strips everything back to its essence.
No tree.
No fingerprint.
No illustration.
Only an idea.
A Peaceful World
At the centre is a single circle.
●To us...This represents the world.
Not a perfect world.
A hopeful one.
A community living in peace.
A place where people feel safe.
Positive Impact
From that world emerge two expanding forms.
))
Not waves of destruction.
Not shockwaves.
Positive influence.
One action improving another.
One organisation helping another.
One decision reducing harm.
Simple.
Confident.
Timeless.
Why so minimal?
Throughout our research, one idea kept returning.
Confidence doesn't need to shout.
It speaks quietly.
The simplest marks often become the most memorable because they leave room for meaning.
This direction invites interpretation while remaining unmistakably modern.
Typography
The abstract mark pairs naturally with a clean, contemporary sans-serif, allowing the symbol itself to take centre stage.
The typography remains understated, ensuring that the focus stays on the powerful simplicity of the concept.
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Colour
The mark uses two complementary colours.
● #659AEF
A calm blue representing peaceful communities, clarity and trust.
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A vibrant aqua representing positive impact, momentum and meaningful change.
Together they express your purpose in its purest form: A peaceful world made better through positive action.
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Final Words
When we first met, you told us you wanted one thing above everything else.
To improve practice.
To reduce harm.
Over the past weeks, Ben and Team have listened carefully, researched deeply and translated those words into strategy.
Today, you've seen three different visual journeys born from that same foundation.
One grows from your roots.
One spreads through human impact.
One distils your purpose into its simplest form.
Different expressions.
One mission.
Because regardless of the direction you choose...The story remains the same.
Improving Practice. Reducing Harm.
Thank you for allowing me to introduce myself, Janine.
Whatever path you choose, I'm excited to become the face of ASB Impact's next chapter.
