The Aga Khan Foundation (AKF) is a global development organisation working to address the root causes of poverty across Africa, Asia and the Middle East [1]. Its visual identity centres on a symbol designed in 1978 by Pakistani artist Zahoor ul-Akhlaq, who also developed logo designs for several other Aga Khan institutions and initiatives [2].
Design and History
The AKF logo was designed by Zahoor ul-Akhlaq of Pakistan in 1978 and is used by the Foundation as a unifying element for all its communications [3]. The mark is based on the right hand, described as a universal symbol of skill, achievement and caring, and it symbolises the humanitarian and positive philosophy underlying the Foundation and its activities [4].
The Foundation’s use of its signature green colour dates back to the creation of the symbol in 1978 by Zahoor ul-Akhlaq [5]. The Foundation’s brand guidelines describe this bright green as mirroring that of the Imamat flag, carrying both spiritual and civil connotations, and representing renewed growth and the promise of a better future, key concepts of the Foundation’s mission [5].
Meaning and Symbolism
In Islam, the hand carries a number of meanings: its shape reflects its comprehensive and positive character, while its constituents represent the five principles of Islam and the five senses of the human body [3]. The stylised fingers of the logo represent “Allah” in the Kufic script, and the interlacing beneath the fingers corresponds to the anatomy of the hand while also delineating the sign that in Chinese stands for wisdom [3].
Typography and Design
Historically, the Foundation’s branding dictated that the text below the symbol be set in the typeface Bodoni [5]. The Foundation’s current brand guidelines note that Playfair Display is similar to the Bodoni used in the official logo, but with friendlier proportions and greater readability [5].
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