Brand Identity for HelloAsso
One collective identity, several distinct voices
Bruno reworked HelloAsso’s brand architecture and identity as the organisation expanded from a single service into a broader set of tools for associations. The parent brand combines assertive slogans, typography recalling 1970s posters, black and white, vivid colour and candid photography. A mosaic motif brings individuals into the collective picture; its squares can also expand to create space for text. Sport, Générosité and Culture each receive their own logo and visual character. Sport uses lemon yellow and language from the playing field, Générosité adopts natural colours and rounder layouts, and Culture draws on performance posters with red, black and white. The Fonds HelloAsso stays closer to the parent identity in black and white. An online brandbook documents the system for internal teams.
Insights
- Brand architecture distinguishes the offers while keeping a recognisable connection to the parent organisation.
- The mosaic motif accommodates both individual portraits and expanded text areas.
- Colour, layout and language differentiate Sport, Générosité and Culture instead of relying on a logo change alone.
- An online brandbook turns the identity into documented rules that the organisation’s teams can use.
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