The new logo was inspired by the ‘praise hands’ emoji that implies a celebration or congratulations: as if to say, “job well done.” This idea reflects the community and spirit of the Habitat for Humanity volunteers.
Other symbolism at play in the mark is the idea of “raising up” or “building up”, as the hands support the ceiling of the house – which is also an arrow pointing up. The house that the hands and roof form is a literal connection to the work of Habitat for Humanity, while the “H” that is formed by the hands subtly references the organization’s initials.
The iconography was designed as supporting graphic elements for the brand. Each of the five icons represent key areas that Habitat’s mission is built on: Strong Foundation, Build Up, Revitalize, Create Opportunity, Open the Way. The icons can be used on a variety of collateral including corporate stationery, volunteer apparel, and environmental applications.
A key part of Habitat’s identity relies on the voice and tone of their communications. Taglines used for Habitat’s web presence further communicate the brand's personality – they are always written in a friendly and relatable tone, with the secondary line that expresses humour and wit.
The brand manual was created to help protect and nurture the Habitat for Humanity logo and brand application. It has information and guidelines that strengthen and promote the identity of the brand.