A steward for capital invested in community-building initiatives, serving the poorest of the poor and dedicated to creating pathways of opportunity for low income people and communities, LIIF provides a bridge between private capital markets and low income neighborhoods.
Among Community Development Financial Institutions, LIIF is exemplary for their innovation, vision, leadership, and results. The goal was to design a new brand identity—on par with their achievements—that showcases the crucial connections between their programs, products, and projects.
To convey impact plus stability, the letterforms mimic a bar chart in an upward progression from light yellow-green to dark blue. The dots and connecting crossbars reinforce the support for individuals and families as well as LIIF’s ability to bridge capital markets with low-income communities.