Standout Features:
- Line-drawing illustration of a mother & child
- Elegant serif typography
- Modular color variations
Pixel & Pen Design Co. was tasked with creating the brand identity for Waffi, a non-profit committed to supporting newcomer women in the Canadian Labour Market.
The resulting logo beautifully embodies the organization’s mission to support and uplift, with a design that is both versatile and emotionally resonant.
At the top of the primary logo sits a delicate, flowing line art illustration of a mother cradling her child.
Composed in a light periwinkle blue, the figures are drawn with elegant minimalism, using thick-to-thin line transitions that echo the subject's gentleness.
This illustration functions as an emotional anchor for the brand. The style conveys warmth without overcrowding the design, and the universally legible mother-child bond fosters immediate trust and empathy with the viewer.
You'll see a beautiful, modern serif font used for the word "waffi." The characters have soft terminals and a touch of old-style influence, giving it a timeless feel. A clean, all-caps sans-serif is used for the full name.
The use of lowercase in the primary “waffi” wordmark further softens the tone. This makes the identity feel more approachable and less institutional, which is a perfect choice for a community-focused organization.
The brand identity includes a system of six different color variations. The colors include navy blue, sky blue, and tangerine.
A 2025 Adobe Express survey found that 54% of consumers identify blue as the most trusted brand color, making it a strong choice for the core palette.
This is also a very thoughtful and scalable branding approach. It gives Waffi the visual agility it needs to work across print, digital, and community contexts. It’s an essential feature for an organization working in diverse spaces.
The agency created a brand that feels both aspirational and deeply grounded. The elegant visuals of this non-profit logo design position the organization as a professional advocate capable of creating systemic change.
A great brand for a non-profit needs to do two different things at once: it has to look professional enough to create change and caring enough to connect with its community.
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