01 · ChallengeChallenge
AMAS Porto da Carne is a social solidarity association supporting the elderly, and it needed a brand identity that would feel as human as its mission of care, community and proximity. The brief explicitly called for a heart within the symbol, representing empathy and support — but a literal heart risks looking generic in a sector crowded with soft, interchangeable social-care logos. The real challenge was building a heart that also carried the organisation's own initials, so recognition would run deeper than the shape alone.
02 · ApproachApproach
The symbol is constructed from two interlocking loop forms in olive green that read simultaneously as a heart and as clasped, embracing arms, with a diamond of negative space at the centre where the strokes cross — a quiet nod to the A's, M and S woven into the silhouette. Pairing that warm olive with a grounded teal wordmark keeps the mark approachable without tipping into the pastel sentimentality common to charity branding, and the handwritten script tagline "de coração cheio" adds a personal, unforced signature underneath the logotype.
03 · SolutionSolution
The result is an identity precise enough to survive small-scale use — pins, ID badges, embossed stationery — while carrying enough warmth for its everyday, human-facing context. It extends across a full stationery suite (letterhead, envelopes, business cards, honorary-member cards), the association's website, and vehicle livery for its support vans, where the heart mark stretches large across the bodywork alongside photography of the people it serves. Across every touchpoint the mark stays instantly legible as a heart first, revealing its typographic construction only on closer reading.
