is a newly set up nonprofit organization in Hiroshima.  
They asked me to develop the series of the C.I.  

We started to look at other existing NPO around and ask people what they think about NPO in general.  The problem identified was that NPO often has the stereotype that it is too serious and hard to understand what they are doing, so that the accessibility was an issue. 

In terms of Identity, it needed to contain some element that is representation of the Hiroshima city and easy to recognize.

As a solution, we came up with a visual concept that challenges those issues.
Blue represents the rivers (Hiroshima has many rivers) around the city.
Soft colour tone to challenge stereotype of NPO which was stated.
Simple & bold typeface adds the stability and recognizability.