As its cause evolved, the association not only supported children through nutritional assistance but also committed to early, holistic, and full development by caring for physical and psycho-emotional aspects and involving mothers, families, and the community in their upbringing.
By then, its strong connection to children—as well as its donation cards at supermarket checkouts—made Un Kilo de Ayuda a brand known by three out of four Mexicans.
After three decades of commitment to Mexican children, Un Kilo de Ayuda reconsidered its brand in the eyes of its three main audiences: beneficiaries, donors, and partner institutions. Ideograma approached the project with this challenge: to dispel the myth that Un Kilo de Ayuda is only a fundraising and nutrition program—it is and does much more—and to make the brand as relevant as its cause. Through deep reflection and close work with the leadership team, Ideograma defined its central purpose: Un Kilo de Ayuda awakens hope, making it the great idea behind the brand and its slogan. Un Kilo de Ayuda sparks hope in mothers by shedding light on parenting; in its partners through synergistic collaboration; in every donor by calling them to action with measurable results; and in children by giving them the tools to become the people they are destined to be.
As a symbol of its new identity, Ideograma designed a child who integrates the essential aspects of full development, represented by geometric pieces in vibrant colors; a child so full of life that he confidently steps forward. These pieces can also be interpreted as a star shining to ignite hope.
The FF Mark typeface (created in Germany by Hannes von Döhren and Christoph Koeberlin in 2013) emulates the geometric and simple expression of our symbol. For the photographic style, Ideograma defined four criteria to identify Un Kilo de Ayuda: close-ups of human faces, especially happy and dignified children; moments that communicate vitality and wholeness; yellow backgrounds that separate the person from their context to highlight them and ensure consistency across applications; and finally, photos that capture actions with concepts like hope, synergy, innovation, and transformation.
One of the elements most associated with the brand is the color yellow. Ideograma brought it back and updated it, combining it with primary colors to convey vitality and simplicity; undoubtedly, a palette that communicates childhood. The visual language takes advantage of the symbol’s pieces, enlarging them to be used as containers and graphic bars, as well as windows through which we can witness the full development of Mexico’s most vulnerable children.
With this new identity, Un Kilo de Ayuda emphasizes the responsibility we all share to awaken hope in children—and in their families—because they are the ones who have the power to transform the country.