TMU Rebranding

Reimagining Trust for Mutual Understanding

Trust for Mutual Understanding (TMU), a Rockefeller foundation that grants funds to arts and environmental nonprofits, underwent a comprehensive rebranding process led by designer Qian Meng. The goal was to create a new visual identity that effectively communicates TMU's mission and values. The result is a design that combines abstract gradients, line drawings, and a topographical pattern to symbolize the connections between grantees, disciplines, countries, and ideas.

The concept behind the design is to showcase the transformative power of collaboration. The gradient color treatment of the line represents the creation of something entirely new when two entities come together. It signifies the important work that emerges from the relationships sparked by TMU. The line itself is dynamic and active, denoting constant progress and flexibility. It can be animated to highlight different aspects of the brand and can stretch out to form a frame around various brand elements.

One of the unique features of this rebranding project is the topographical pattern, which is built upon the gradient line concept. This pattern adds depth and texture to the visual identity, further emphasizing the interconnectedness and global reach of TMU's work.

The design team, in collaboration with TMU, conducted extensive research and workshops to ensure that the new visual identity accurately represents the organization's core values. The team identified limitations in the previous visual identity and worked together to overcome creative and technical challenges. The result is a cohesive and impactful brand identity that encompasses a logo, website, letterheads, envelopes, merchandise, social media strategy, and branding guidelines.

The TMU rebranding project was realized using Adobe Creative Suite for graphic design, with additional physical prototypes created by Hannah Meng. The project spanned from January 2018 to April 2019 in the United States.

This outstanding design has been recognized with the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category. This prestigious accolade is bestowed upon designs that exhibit strong technical and creative skills, contributing to improvements in quality of life and making the world a better place.

The TMU rebranding project by Qian Meng successfully captures the essence of Trust for Mutual Understanding through a visually striking and meaningful design. It serves as a testament to the power of collaboration and the transformative impact of art and environmental initiatives.