Focus On: Path By Manual

The health organisation has a new logo and identity courtesy of San Francisco studio Manual. Three creatives share their views

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TOM CRABTREE Founder and creative director, manual www.manualcreative.com

“For a year we worked closely with PATH, a global health non-profit, to overhaul its brand image. At the heart of the new identity is a distinct logo and flexible design system.

Unlike any other health organisation in the world, PATH works on all pieces of the global public health puzzle. We underscored PATH’s bold name with a string of abstract and geometric shapes to better represent the diverse and innovative methods it employs to address global health challenges.

The logo triggers connotations of networks, partnerships and initiatives, working in tandem as one for a common goal. The line of abstract symbols in the logo becomes the design system for all PATH communications across print and digital.

Zooming in and framing photos within this system helps unify the varying library of photography, as it connects people, initiatives and geographies together in a way that brings the whole organisation under one umbrella. As you read, click and scroll, you start to see the true DNA of PATH.”