Tree Aid, a charitable foundation with nearly forty years of work in Africa, has unveiled a new brand identity and logo created by the forpeople team. The update brings the organization’s core idea, the connection between trees and people, to the forefront. The foundation is dedicated to reforestation and supporting communities living in harsh climatic conditions.
Tree Aid’s previous image was primarily associated with environmental conservation. However, the foundation’s work has long been broader in scope. It involves helping rural residents in Africa, creating new sources of income, generating jobs, and bringing about changes in daily life through tree planting. The new identity is built around this concept.
At the heart of the redesign is a minimalist logo that combines a tree and a person. The symbol conveys the connection between nature and local communities, the growth of green spaces, and improved living conditions. Below is the name “Tree Aid,” set in a large, sans-serif font in dark green.
The brand’s creators developed a digital tool that generates background textures from signals emitted by living trees. This gives the design a natural and vibrant look. The color palette features shades inspired by African nature and the environment in which the foundation operates.
The foundation’s updated image brings us to the main idea. Trees do not provide an abstract benefit to nature, but rather tangible support, well-being, and a foundation for millions of people living in rural areas of Africa. The new identity reinforces Tree Aid’s image as a modern charitable organization capable of engaging people in supporting its work.