Branding and website for Els Leye Consultancy
Els came to me with the question whether I could design a branding and website for her consultancy company, Els Leye Consultancy. She provides research, advice and training on gender-based violence, female genital mutilation, child marriage and gender equality.
The logo is a combination of a hamsa and a hand.
For centuries, the hamsa has been a symbol of strength and protection, especially for women. The meaning varies slightly from culture to culture, but is generally the same: protection of women.
The hand is the most symbolised part of the human body. … According to Aristotle, the hand is the “tool of tools”. In general, it is power and protection. However, it can just as easily mean generosity, hospitality and stability. Think of “to lend a hand”.
The combination of both elements are represented in vertical lines. On the one hand, this is for aesthetic reasons. On the other hand, the formation of lines in a logo can be sufficient to influence the perception of your audience. Vertical lines create an unconscious association with strength and balance. They convey professionalism, like squares and rectangles, while also expressing an idea of movement.
Els also wanted a website for her company that she could maintain herself after the design process. Together we created the website below. We used Squarespace, an all-in-one platform. Because of this, we do not have to look for a domain, a hosting, a website builder, etc. Squarespace offers this all in one, which makes it easy for the end user.