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FIOM is a complex organisation with different fields of expertise: providing neutral abortion counseling (but without the medical procedure), helping adoptees or donor children to find their biological parents, offering support throughout the adoption processes including the aftermath, and managing databases of sperm donors. FIOM wanted a new identity that presented them as kind, neutral, and open to all, while also creating clarity about their wide range of services.
FIOM caters to a broad spectrum of people that approach them with deeply delicate matters. To address all of them in a clear and kind manner, an identity was built around the colon: for each target group – be it, women with an unwanted pregnancy, children looking for their parents, researchers or journalists, or anyone else, FIOM clearly explains its role and possibilities.
The new identity has a round, kind font and a hand-drawn illustration style. The newfound colon in the logo establishes FIOM as a voice for whoever needs it, and as a source for correct information, always concluded with a word of kindness: you’re not in this all by yourself.
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