Aconcagua El Centinela de Piedra is a humanitarian foundation in Colombia that seeks to provide children and teenagers that come from conflict zones or poor families with psychological therapy, counseling and support so they can overcome social issues that prevent them from having a proper social adaptation in their familiy, school or other social environment. For this foundation a brand project was created that includes logo design, stationary, communication material and web design.
For the creation of the brand it was clear that the main goal of the foundation is to protect, to be a support a guide for young people and that is why the name Aconcagua was selected. Aconcagua in quechua language means stone sentinel or in spanish centinela de piedra, so the foundation wants to become a beacon, a guardian for children around the country.
The idea behind the logo showing a boy in a swing reaching for a star, is that, just as parents play with their kids in the swing pushing them higher and higher, so does Aconcagua pushes children higher so they can reach their goals and dreams.