2016 Winners & Shortlists

Brief Explanation

Qatar Center for Voluntary Activities, in association with Silatech, Social Development Center and Reach out to Asia founded a volunteer network through which young people can access volunteer opportunities posted by different organizations and institutions throughout Qatar. It’s a national network that aims to provide comprehensive services and innovative solutions for volunteer work through building creative and efficient programs as well as providing all the necessary resources for both the volunteers and volunteer organizations. The organization is a hub for all volunteerism activities and opportunities, engaging with Qatar residents to help them give back to the community.

The Brief

The agency was commissioned to design the logo and brand identity for the volunteer network. The design needed to capture the brand essence as well as lend itself to the diverse kinds of programs and sectors covered by the network. In view of the traditionally apathetic response to volunteerism, the challenge was to create a brandmark that would attract attention and create excitement with something new and unusual. It needed to be not only contemporary and relevant to the young audience but also invite them to discover the value of volunteerism.

How the final design was conceived

We started by recommending the name, “Tamm” for the Volunteer network. “Tamm” is a local word that is usually used to say, “consider it done” when a favour is asked from someone. In Arabic, the word “Tamm” signifies completion or fulfillment. It’s an expression of magnanimity and commitment. Reliability, responsibility, co-operation and positivity are some of the attributes embedded in the name. At its heart, Tamm was more than a social organization. It was a whole “Synergetic Volunteerism Ecosystem” that was engaging with the community to deliver value to the community - completing the circle of value that volunteerism creates in the community. The monogram evolved as a contraction of the Arabic words that stand for Synergetic Volunteerism. The typographical brandmark thus reflects the Circle of Value inspired by collaboration and highlights giving value to the community by “getting the job done”. Furthermore, secondary logos were designed to reflect Tamm’s diversified fields of operation wherein each logo represented a specific program or sector.

Indication of how successful the outcome was in the market

The brand identity resonated strongly with the client as well as its stakeholders. In a market cluttered with very traditional and uninspiring designs, Tamm’s logo provided a refreshingly contemporary image matching the expectations of its young audience. It demonstrated qualities as an active agent of change through collaboration and youth activation. The branding helped establish Tamm’s all-encompassing nature – being the one stop shop/hub for all volunteerism activities and opportunities in Qatar. It further consolidated its call to young people as well as parents, teachers and the community to explore their capacity and potential through volunteerism. The logo design was applied in corporate stationery, website, collaterals and a condensed version of the Brand Guidelines Manual was also developed.