Branding | ACAF
Branding | ACAF
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Client: The Association Canadienne pour l’Apprentissage du Français (ACAF) is a national community for adult language learners. Its mission is to support and encourage French learning across Canada by fostering inclusivity, progression, and a sense of belonging.
Industry: Education / Non-Profit
Background: ACAF is a national community for adult language learners, supporting and encouraging the learning of French across Canada.
Project Goals: Develop a visual identity that reflects inclusivity, progression, and Canadian identity.
Deliverables: Logo, brand system, colour palette, typography, mockup applications, and website concept designs (See also: ACAF User Experience Case Study)
Research & Inspiration
Research & Inspiration
Moodboard & Keywords: Diversity, inclusivity, progression, Canadian identity, cultural richness.
Competitor Analysis: Explored educational associations and Francophone organizations, noting heavy use of traditional symbols (Fleur-de-Lis).
Design Goal: Create something fresh, approachable, and distinctly Canadian.
Logo Development
Logo Development
Early explorations featured both the Fleur-de-Lis and maple leaf motifs.
A spiral arrangement of five maple leaves, using the 5 colours of the Francophone flag, was selected to symbolize unity and progression.
Typography choice: A bold sans-serif for "ACAF" ensures clarity and professionalism.
Descriptor text in French reinforces the mission and adds credibility.
Colours & Typography
Colours & Typography
Colours:
The chosen colours are the 5 colours present in the Francophone flag, which traditionally represent the global locations where French is spoken. They also balance vibrancy with professionalism, supporting both energy and clarity. The colours are:
Red (#CB3038) – Energy, motivation, and connection.
Blue (#3996C2) – Trust, communication, and clarity.
Yellow (#F9D448) – Optimism, progress, and creativity.
Green (#479460) – Growth, inclusivity, and learning.
Purple (#7E2873) – Culture, diversity, and richness.
Gray (#464A4D) – Neutral anchor, balance, and professionalism.
Typography:
Primary Typeface: A modern sans-serif (e.g., Montserrat, Open Sans, or Source Sans Pro) for logo, headers, and strong communication.
Secondary Typeface: A humanist sans-serif or serif (e.g., Lora, Merriweather) for supporting body text, emphasizing warmth and readability.
Applications & Mockups
Applications & Mockups
Conclusion
Conclusion
The ACAF brand system is vibrant, inclusive, and proudly Canadian. The spiral maple leaf motif communicates connection, growth, and diversity, while the balanced colour palette ensures adaptability across all mediums.
Reflection:
Balanced tradition and modernity by using the maple leaf over the Fleur-de-Lis.
Learned how colour systems can reinforce inclusivity and energy.
Created a flexible visual identity system that works in both print and digital contexts.
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