AMI

Summary

AMI is shorthand for the organization’s full name “The American Multilingual Initiative,” but it’s so much more. “Ami” means “friend” in French, with counterparts in many of the other Romance languages, all from the Latin root meaning “love”—a depth of meaning that reveals itself as students engage with the program.

The brand’s extended color palette serves to complement and support its primary brand color, a vibrant green, bringing variety to the brand without stealing the spotlight. A mix of sans and slab serif, as well as upright and true Italics, establishes an approach to typography that is modern yet classic, airy yet bold, expressive yet legible.

The speech bubble element in the logo may also be used to contain text such as pull quotes or callouts—plus, an icon set was created exclusively from other elements in the logo. Using just the “i” and the speech bubble reveals the heart behind the brand: communication—a treatment that can be used as a means of purely visual storytelling.