The idea behind the visual identity was to create a look & feel that is slick and modern, but also distinctively African. The CDD Website is predominantly research & report oriented, so we wanted something that would reflect this.

After researching traditional West African visual art, we picked several geometrical patterns based on rectangular and trapezoid shapes, then modified and rearranged them in a way that visually represents a stylised form of books on a shelf - symbolising research and knowledge.

These geometric shapes are now applicable across the CDD brand spectrum, in different forms and variations but always staying true to itself - recognisable and memorable, at the same time modern and contemporary, paying respect to history and tradition.