Today, we are very excited to launch SAAF’s refreshed visual identity. Our new branding has been updated to better reflect who we are and what we do. In consultation with our grantee partners from around the world, we worked with a designer to create a refreshed look for SAAF which you can now see across our website, social media and external branding.
Why was it time for an upgrade?
SAAF’s previous branding was developed way back in 2014. Since then, we have grown as a fund and have made various changes to the way we work. To mark 20 years of providing funding and support to the global abortion movement, we wanted to make sure our visual identity truly represents SAAF as it is now and stays relevant to our grantee partners and others we work with.
What did our partners want to see?
SAAF’s grantee partners, board members and donors completed an anonymous online survey to let us know what was important for them when it comes to SAAF’s visual identity. We were delighted to see so many positive comments and helpful insights.
Grantee partners told us they wanted to see some continuation of SAAF’s current branding, especially in terms of the green and purple which evoke the feminist movement. They wanted to see branding which brings out SAAF’s key values and commitment to trust, solidarity, movement-building and transformation. The focus was therefore on creating visuals which present credibility, confidence, and humanity and avoid being too flashy or too corporate.
“What makes SAAF different from other donors is the way the team moves the journey alongside their partners. They don’t just provide funding; they provide guidance and consistent support. Their responsiveness and timely engagement when partners need assistance sets them apart. SAAF operates as a true partner, not just a funder.”
SAAF grantee partner
Refreshed and ready to make an impact.
We will be sharing guidance with our grantee partners on how to use SAAF’s new logo, and are excited to be presenting this new visual identity to our wider community. We’re super happy with our new look and can’t wait to share more, so make sure you are following us on Instagram, LinkedIn, Bluesky and Facebook.
Thanks to everyone who influenced and supported the process. We are excited to hear your feedback!
“I truly appreciate the time and care that has gone into the brand refresh process, as well as the meaningful way in which you have included and integrated feedback from the community. It is inspiring to see a young designer bringing these ideas to life and shaping a refreshed identity for SAAF.”
SAAF grantee partner
Photo credit: Perosa, ELA – SAAF grantee partner in Argentina