The Eyecon
At the heart of the brand, the Eyecon stands as a powerful emblem of identity and vision. Inspired by traditional Dinka scarification patterns, it represents the strength of Luol’s heritage, the resilience of South Sudan, and the sharp focus of the Foundation’s mission. More than just a logo, it is a protective symbol, a watchful eye over every child the Foundation supports, and a reminder of the power of remembering where you come from while building where you are going.
Designed to connect
The perfect circles from the Eyecon extend into the letters O, D, and G, creating a cohesive, unified system across the brand. Their geometry quietly echoes the shape of a basketball—a reference to Luol Deng’s legacy and to sport as a tool for opportunity and growth in South Sudan.
The Luol Deng name appears in a typography that balances strength and stability with warmth and approachability, its subtle curves offering a quiet nod to basketball’s form.
The word “FOUNDATION” anchors the lockup with energy and movement. The two “o”s are dynamically elevated, symbolizing propulsion, support, and transformation—an intentional gesture to reflect the Foundation’s mission of uplifting those it serves.
Because in a world flooded with templates, design with intention still cuts through. Creativity still matters.
Creative Team
Creative Direction: Jason Nichols & Renato Forster & Kátia Lessa
Concept: Kátia Lessa & Renato Forster
Design: Renato Forster
Project Management: Kate Faith
